"Big Cat Cleanup" - Fresh Step

August 2025

Much like how cats use litterboxes, lions and tigers use the bathroom in the same parts of their zoo enclosures. What better way to stress-test Fresh Step’s heavy-duty scented litter than giving it to the biggest cats around?

Of hundreds of ideas submitted at FCB, “Big Cat Cleanup” was selected by the Fresh Step account's executive creative directors. After two rounds of polishing the idea, the Fresh Step creative team came up with some new ideas that overtook ours for the client presentation.