MyHooman encourages singles to match with a cat instead in new campaign via Colenso BBDO

Ask any single person who has used digital dating platforms, and they’ll tell you it’s not pretty. The internet is filled with comically awful dating stories and matching fails. So Colenso BBDO is encouraging people to give up on humans, and find their perfect match – a shelter cat from MyHooman.com.

MyHooman is a digital pet adoption platform that uses data to match cats (and dogs) to the right adopters with a Tinder-like design system featuring a simple swiping mechanism.

Peter Simmons, Mars’ general manager, says shelters across the country are reporting this year to be the worst kitten season ever seen: “None of us want to see unwanted and uncared for cats on the streets. At Mars Petcare we are focused on our purpose, ‘a better world for pets’.  MyHooman is a proven solution that is helping us achieve that, by addressing the issue of pet homelessness.”

Says Si Vicars, CCO at Colenso BBDO: “The number of dating app users grew to 323 million this year. That’s a lot of disappointment for one planet. We’re excited to harness that disappointment and convert it into cat adoptions, powered by the super smart MyHooman platform.”

The first edition of the campaign drops on Tinder, social, radio and OOH – relentlessly targeting exhausted singles at disappointing first date locations nationwide.

PLAY THE E-SCOOTER SPOT
PLAY THE FEET SPOT
PLAY THE MOON SPOT

Client: MARS
Client: Joe Lanham – Marketing Manager, Karl Bartrum  – Marketing Assistant
Agency: Colenso BBDO
Sound: Franklin Road
Media Agency: Wavemaker
PR Agency: Porter Novelli