O2 wanted to get people excited about the possibilities of technology. We realised that the people who really get excited about technology are the optimistic, Fuck yeah! people of the world, people who are a bit like dogs.
Dogs are enthusiastic about everything, slippers - love em, chasing tails - amazing, newspapers - let me at em. For dogs, every minute of life is amazing. Whereas cats are a little more arrogant, aloof and reserved.
We used this insight to galvanise the nation to be a little more enthusiastic about the world, life and technology and all told through the eyes of a cat.