Cats Protection helps Lumi, meet Lumi
A new campaign show how Cats Protection help keep cats safe and warm this winter while the charity finds them loving homes.
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Agency lukecharles has created a new campaign for Cats Protection to help keep cats safe and warm this winter while the charity finds them loving homes.
Directed by Max Sobol, edited by Tim Hardy at Stich and produced by Strange Weather, the film follows two parallel stories, that of a little girl and a cat, whose dreams both come true. Clara loves her toy cat Lumi, but dreams of having a real cat of her own. Through Cats Protection, she finds her real Lumi, while the cat finds the loving forever home he deserves.
Set against the backdrop of the highly competitive winter advertising season, the film embraces a warm, comforting aesthetic. Through understated storytelling, thoughtful composition and gentle restraint, it delivers emotional impact while steering clear of sentimentality.
Credits
View on- Agency lukecharles/London
- Production Company Strange Weather
- Director Max Sobol
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Credits
View on- Agency lukecharles/London
- Production Company Strange Weather
- Director Max Sobol
- Editing Stitch
- Creative Director Charley Taylor
- Creative Director Luke Gifford
- Producer Izzy Graham
- Production Designer Dale Slater
- DP Liam Iandoli
- Editor Tim Hardy
- Assistant Editor Luke Anderson
- Post Producer Alice Clarke
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Credits
powered by- Agency lukecharles/London
- Production Company Strange Weather
- Director Max Sobol
- Editing Stitch
- Creative Director Charley Taylor
- Creative Director Luke Gifford
- Producer Izzy Graham
- Production Designer Dale Slater
- DP Liam Iandoli
- Editor Tim Hardy
- Assistant Editor Luke Anderson
- Post Producer Alice Clarke
To celebrate the unique personalities and behaviours that make cats so endearing, we felt it was important to work with a real cat rather than create one using AI. Capturing a natural and believable connection on screen was important to the team. Lead actress Freya Duffy-Allain has loved cats all her life, and her mother volunteers in a cat shelter. This personal connection with cats helped bring a genuine sense of warmth and affection to Freya’s scenes with her cat co-star, CJ.
Nicola Shepherd, Associate Director of Brand & Marketing at Cats Protection, said: "This beautiful film captures the start of a special bond between people and cats that many people will recognise, while highlighting the life-changing impact of finding a cat a safe and loving home. We're grateful to everyone involved in bringing the story to life and helping raise awareness of Cats Protection's work."
The TV and digital advertising campaign has been designed to increase awareness of Cats Protection's work and inspire support for its mission to make life better for cats.
