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Online Cat Videos with an African Twist for Safari Link



How do you reach a large audience on a small budget? You look to the great internet videos that have gone before, and you learn that nothing beats a cat video.


The client in this case, Safari Link, is an online service that facilitates reservations at the most popular private game and nature reserves throughout South Africa. They tasked FCB Cape Town with creating awareness about their site.


The creative team at the agency, who obviously know their meme, came up with an idea that taps into one of the most insidious social media habits: the inexplicable phenomenon that is cat videos. Executive Creative Director, Mike Barnwell, told us, “The internet can’t seem to get enough of them. When our client asked us to come up with a cost effective way to promote their services, we decided to make a few videos of our own, featuring those cats the client is most at home with.”


The agency created two 20 second ads – Dramatic Cat and Saber Cats – except this time instead of starring a house cat with kooky inclinations, the videos feature lions.




Agency: FCB Cape Town
Executive Creative Director: Mike Barnwell
Creative Director: Aaron Harris
Creative Group Head/Art Director: Riaan Van Wyk
Art Director: Hannes Esterhuyse
Production Companies: Black Ginger, HelloMotion
Audio Engineer: Arnold Vermaak




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