“The idea behind the work is that cats know better than anything what makes them feel happy inside. They live their lives in pursuit of their own comfort. So we released a hundred cats into the Ikea Wembley store, for real, to see where they went and what furniture made them happy.” — Feh Tarty, creative director, “Herding Cats” campaign
Background: A British IKEA ad campaign launches on September 11, 2010 (draw your own synchronistic conclusions about the date). The spot features one hundred cats taking over the furniture store in a 30-second and 90-second clip. The tagline? “Happy inside.”
Surely some of the kittehs were not exactly happy to be tossed into an unfamiliar warehouse with hundreds of other meowmuffins. But apparently the kittens had a blast. The capriciousness of youth!