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From the 14th Annual Shorty Awards

Dr. Elsey's: the litter cats love™

Finalist in Pets & Animals


Dr. Elsey’s speaks for cats, advocating for their best interests by creating veterinarian formulated products that help solve the complex needs of pet ownership. With such a passionate and vocal customer base, we decided it was time to go inside the cat's mind and provide the brand’s feline customers with a turn to speak for themselves. Dr. Elsey’s has always put pets before profit, and we choose to highlight this mission with the litter cats love™ campaign. Our objective was to create entertaining and uplifting social content designed to share the brand’s mission while emphasizing what matters most, the health and happiness of cats.

Strategy and Execution

We reached out to customers via the brand's email newsletter and social channels to collect stories from the feline perspective, as told from the cats' point of view. Whether silly or heartfelt, customers shared with us their cat’s experience using the litter and how it has made such a difference in their care routine. Our submission form paid particular attention to detail, asking entrants for a description of their cat's personality and photos of their pet to help guide our visual storytelling process. From here, we worked with a voice-over artist and our in-house animation team to transform these customer-submitted stories into animated short films.


This campaign was met with a positive outpouring of support from Dr. Elsey’s online community and successfully showcased the brand’s mission through heartfelt storytelling. Our four-part series was promoted on social media platforms, including Instagram, Facebook, Pinterest, TikTok and Twitter. A combination of social sharing and multi-platform impressions resulted in increased brand awareness amongst pet owners and put a spotlight on the feline-focused mission behind Dr. Elsey's.


Video for Dr. Elsey's: the litter cats love™

Entrant Company / Organization Name

Catchfire, Dr. Elsey's


Entry Credits