Cat food cashes in on District 9
The recent launch of sci-fi blockbuster District 9 presented an ideal opportunity for The Jupiter Drawing Room, Cape Town to align the Lucky Pet brand with the movie storyline through placement of the brand within cinemas. In the movie the aliens have developed an insatiable taste for cat food and will go to great lengths to satisfy their hunger for the food, even risking their lives to get their claws on a tin.
Creative duo James Armstrong (Copywriter) and Andrew Lang (Art Director) seized the chance to leverage the hype around the District 9 movie by placing the brand in this relevant space. When cinemagoers left the District 9 theatres they were confronted with an array of Lucky Pet tins bearing stickers reading “LOVED BY CATS. AND OTHER CREATURES.”