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
In Japan, one tiny line turns the “god” symbol into “cat.” As locals hacked religious posters and the trend went viral, we jumped in — teasing The Battle Cats players with wild, religion-inspired posters hinting at heavenly help on the way.
Then we launched the Cat God hotline: live chat & phone line serving divine advice and epic hope to struggling players, straight from the cat upstairs.
Players craved more Cat God wisdom - so we hid real phone booths across Japan and teased cryptic locations for fans to hunt down.
