Cats with thumbs. Fiendish cats with thumbs. Imagine.
That's what Wieden + Kennedy did for Cravendale the British dairy to help them stop people from ditching milk. The viral campaign about cats' evolutionary quest for world domination that came out of that imagining, won rather a lot of awards last year.
It has also reached 6 million plus YouTube hits, which is quite a feat for a brand sold in just one country.
Cats never give up. Neither does Wieden + Kennedy. So, Bertram Thumbcat and his feline army have returned for part two of the plan for world domination.
This year's 40 secomd commercial, directed by Traktor for production company, Partizan, reveals that the kitty army has hit Great Britain's life force. It has kidnapped the milkmen. It ask householders to fight the conspirancy. Milk matters, it says.
The campaign includes a Facebook app that lets users disguise photos of their own cat and sign him up as one of Thumbcat's recruits. A short teaser introducing the plot, as well as the hashtag #catswiththumbs, premiered online last week.
In the last week of September, Cravendale will also release Epic Straws in the UK, which are milk-stealing instruments developed by Thumbcat and his pals.