"Adopt-a-Stray" was a groundbreaking in-game adoption event that transformed the highly acclaimed game of the year, Stray, into a powerful catalyst for real-time cat adoptions on Twitch. Recognizing the heartbreaking reality that 40% of adult cats in shelters remain unadopted, we devised an innovative strategy to leverage the massive popularity of gaming and the existing affinity between gamers and feline companions. Research revealed that a remarkable 47% of gaming live-streamers were proud cat owners, with an additional 46% contemplating adoption.

This insight led us to the gaming realm as the perfect avenue for Fresh Step to extend its reach beyond the traditional litter box. In the immersive world of Stray, players embark on an extraordinary adventure through the eyes of a cat. However, until now, they could only assume the role of a ginger Tabby. Recognizing a unique opportunity, we conceived a visionary initiative to introduce adoptable cats into the game. Through a powerful collaboration with Best Friends Animal Society, we seamlessly integrated real, lovable cats awaiting adoption into Stray. Animal-loving streamers had the incredible opportunity to play as these endearing feline characters, captivating audiences worldwide through livestreamed adoption events on Twitch. This groundbreaking campaign aimed to raise widespread awareness about the plight of homeless pets while fostering deep connections between players and these often overlooked, but profoundly deserving, cats.

Case Study

Supplemental videos

1 Bronze in Entertainment Cannes Lion for Gaming

3 Shortlists in Entertainment Lions For Gaming

2 Shortlists in Digital Craft

1 Shortlist in Brand Experience & Activation

1 Shortlist in Social & Influencer

1 Gold in PURPOSE: PUBLIC SERVICE

1 Gold in COLLABORATIONS & PARTNERSHIPS: BEST USE

1 Silver in DESIGN: BRAND DESIGN

1 Silver in BRANDED CONTENT/ENTERTAINMENT: BEST USE

Credits

Danilo Boer FCB Global Creative Partner

Andres Ordonez FCB Chicago Chief Creative Officer

Avital Pinchevsky FCB Chicago EVP, Executive Creative Director

Justin Enderstein FCB Chicago SVP, Executive Creative Director

Freddy Agostini FCB Chicago Associate Creative Director

Jake Roland FCB Chicago Associate Creative Director

Ricardo Vallejo FCB Chicago Associate Creative Director

Nick Farley FCB Chicago Senior Copywriter

Will Robertson FCB Chicago Copywriter

Louis Barry FCB Chicago Art Director

Max Dawson FCB Chicago Art Director

Anthony Quitos FCB Chicago Associate Art Director

Kadi Jacobs FCB ChicagoVP, Management Director

Ann Glennon FCB Chicago Account Director

Anastasia Ivanova FCB Chicago Analytics Director

Samantha Merkin FCB ChicagoSenior Influencer Manager

Stacy Sinason FCB Chicago Senior Producer

Juliana Mendonça FCB Chicago Senior Producer

Virginia Devlin Current Global Chief Executive Officer

Pete Campisi FCB ChicagoEVP, Client Experience

Kylie Soderstrom Current GlobalVP, Client Experience

Andrea Blythe Current GlobalDirector, Media Relations

Ben Ownings Current GlobalJunior Associate, Media Relations

Eric Jamison Fresh Step, Clorox CompanyMarketing Director

Elaine Lee Fresh Step, Clorox CompanyAssociate Marketing Director

Laura Keller Fresh Step, Clorox CompanyBrand Engagement Content Lead

Laurie Jeng Fresh Step, Clorox CompanyAssociate Marketing Manager

Mariangela Imbrenda Fresh Step, Clorox CompanyAssociate Content Marketing Manager

Joel Simon JSMCEO/CCO/Co-Composer

Jeff Fiorello JSMVP, Executive Producer

Norm Felker JSM Senior Producer

Andrew Manning JSM Senior Producer

Sharon Cha JSM Producer

Jason Krebs JSM Co-Composer