A holy message of hope
Ponos | The Battle Cats | Call God
The Battle Cats is a Japanese mobile game where you help adorable, yet bellicose, felines take over the world.
BUT (like herding cats) it’s really hard.
Players give up.
So we connected them to a higher power for help; the game’s much-loved deity, Cat God.
In Japanese, there’s just a few lines difference between the symbols for ‘Cat’ and ‘God’. So we started by altering religious signs around Tokyo.
Then we launched a helpline.
And a live chat service.
And phone booths around Tokyo.
And before long, we’d converted the masses
Case Study
Stage 1 - Wild posters. In Japan, the symbols for "cat" and "god" are very similar—only one line needs to be erased to change the symbol from "god" to "cat." People in Japan had already begun altering religious posters this way, and it was gaining traction online. We tapped into this cultural trend for our wild posters, launching our campaign with hints that something big was coming for The Battle Cats fans.
The posters read: “May Cat Bless You,” “Those Who Believe in Cat Will Be Saved,” and “Listen to Cat’s Voice.”
Hero Video
Stage 2 - 15 sec teaser
Stage 2 - 15 sec teaser
Stage 2 - 15 sec teaser
Stage 2 - Wild Posters
Stage 3 - Teaser
Stage 3 - Activation 1
Stage 3 - Activation 2