Smalls turns ‘cat’ into a state of mind with new 360° campaign

US cat food brand Smalls is taking a decidedly broader view of feline culture with its largest campaign to date, positioning ‘cat’ not simply as an animal but as an attitude. Developed in-house, in partnership with production company Chico Studio and photographer Paul Yem, Is Cat eschews a single tagline for a flexible language system designed to work across multiple...