Fresh Step

When Stray launched, Fresh Step Cat Litter found a clever way to help shelter cats find homes, without needing nine lives. We turned real cats into in-game “skins” and gave them to Twitch influencers, some of whom, it turns out, are die-hard cat fans. Viewers could meet the cats in real time and adopt them through chat, proving that even in a virtual world, love (and fur) wins. By using innovation for good, the campaign brought gaming and shelter pets together in a delightfully unexpected way, and earned a Grand Clio for its impact.

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