PRWeek UK Awards 2015: Most Innovative Use of Digital and Social Media

Cow's #ThePussycatRiot campaign harnessed the power of internet cats to win the category sponsored by Gorkana.

The campaign promoted an anti-online censorship message for Hide My Ass!, a company that makes products that allow people in affected countries to access blocked websites.

HMA wanted to position itself as being at the forefront of the fight against internet censorship. A series of moggy memes were created, many involving felines getting the best of world leaders whose regimes are known for censoring the internet.

The campaign was promoted on the main social media platforms including Facebook, Twitter, Instagram and YouTube. A 50-second clip was produced that saw a playful feline get his or her claws into a scratching post shaped like North Korean dictator Kim Jong Un. Why cats? "In our eyes, cats are the universal symbol of a free and open internet," the agency says. Who could argue? Either way, #ThePussycatRiot achieved hundreds of items of coverage in 25 countries and generated substantial sales for the client.

This is a brilliant campaign. Every element was well thought out. Perfect delivery 

James Myers, TVC Group 


Highly Commended

Dan! Diabetes UK

Finalists

Mission 31 Powered by Lumia; Cohn & Wolfe for Microsoft Lumia

#NEORunway: The World’s First Tweet-Powered Fashion Show; Iris for Adidas NEO

Ladbrokes Barkingham Palace Gold Cup; Kaper for Ladbrokes

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