During our time CD’ing the Sheba account, we helped take it from a brief that nobody wanted to work on, to a client that won multiple Grand Prixs at Cannes.

Sheba 4am was the first of many projects that changed the direction of the Sheba brand. Moving it away from traditional TV ads, into a world of data-driven creativity and culturally relevant activations.

Cats are notorious for waking their owners up in the middle of the night asking for food. This campaign targeted cat owners awake at 4am scrolling through social media and directed them to sleep-inducing cat content. The 5hr launch film received over 8million views in the first 24hrs and the campaign went on to win a Grand Prix for innovation and media.