"Big Cat Cleanup" - Fresh Step

August 2025

Assignment: Fresh Step asked our agency to create an attention-grabbing activation to announce the launch of their heavy-duty scented litter.

Approach: I did some research and found that much like how cats use litterboxes, lions and tigers tend to use the bathroom in the same parts of the zoo enclosures. What better way to stress test cat litter than to give it to the biggest cats around?

Reaction: Of hundreds of ideas submitted by all the creative teams 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 put forth new ideas that overtook ours for the client presentation.