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Cats Protection: The Cat Cab – Disruptive / Experiential

When Cats Protection came to us with a simple brief – raise awareness for the National Cat Awards – we didn’t just think outside the box…

We turned the box into a giant, furry, road-legal feline, slapped in some karaoke for good measure, and drove it through five major UK cities. Because why settle for normal, when you can go fully feral?

Cue the Cat Cab.

A life-sized London taxi.
Transformed into a giant purple cat.
Fur, tail, ears, whiskers – the lot.
Yes, it’s real.
Yes, it’s legal.

And yes – we actually drove this thing to Tesco.

The Creative Challenge

The National Cat Awards celebrate incredible, real-life cats – from cancer-detecting floofs to grief-healing gingers – and they deserved a campaign as extra as they are.

So, we asked ourselves:

→ What if a car could purr?
→ What if a cab could karaoke?
→ What if the British public were ready to lose their collective minds over a 2-tonne moggy?

(They were.)

The Execution

We hit the streets of:

London, Cardiff, Birmingham, Manchester & Glasgow

Armed with a giant purple cat on wheels and a game plan that involved pulling up, pulling crowds, and pulling them into an experience like no other.

Each stop featured:

A full karaoke rig in the backseat (Cataoke, naturally)

Branded QR codes for live public voting

Our full promotional team armed with flyers and an insane amount of cat information

Content opportunities that made passers-by literally stop traffic

A dedicated driver & chase truck who lived and breathed cat fur all week long

We even let influencers hop in for the ride, belting out “What’s New Pussycat” while dodging dog people.

The Results

Let’s talk impact:

– Literally Thousands of people engaged IRL, from jaw-dropped shoppers to cab-chasing TikTokers

– Massive social reach, with hundreds of UGC moments shared across platforms

– Involving major cities across the UK, in a campaign that both generates emotion and makes people remember Cats Protection are still out there saving moggies

– Record-breaking awareness for this year’s National Cat Awards – and we’re only halfway through

– And our favourite stat: one fluff covered roof, gently shedding all over our team for an entire week

The Takeaway

This wasn’t just a stunt.
It was a love letter to cats.
Wrapped in fur.
With a karaoke mic on the dash.

From the purring sound system to the QR-powered voting system – every inch of the Cat Cab was built to surprise, delight, and convert public attention into genuine charity action.

At Hussel Marketing, we don’t do quiet campaigns.
We do disruptive. We do unforgettable.
And sometimes, we do it all while dressed as a six-foot ginger tabby on wheels.

So if you’re looking to raise eyebrows, awareness, and a few heart rates…

Let’s make it weird.

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"We worked with Lewis on a CGI campaign for roll out across 6 of our key markets. Lewis and the team brought bags of energy from the start, with great creative thinking and pitch presentations. We LOVE the end result, all films delivered our expectations 100%. The Hussel team brought a wealth of creative ideas that perfectly complemented our vision and requirements. Lewis, in particular, was always accessible and keen to find the best solutions to our needs. His dedication, professionalism and outstanding ideas were essential to the success of our project"
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Marketing Director - FASTSIGNS Manchester

"Lewis is my (not so) secret weapon for disruptive PR! We've worked on some brilliant brand activations this year with Revoluciòn de Cuba and I can't wait to carry on creating memorable moments, flipping the familiar into a fiesta. Our most recent activation in Birmingham Bullring was beautifully pulled together, the video has been a hit internally and i'm excited for the content to hit our digital channels for guests to see. Lewis is professional, enthusiastic, innovative and I feel confident that he can literally pull anything off we dare to dream up!"
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Brand Manager - Revolución de Cuba

"Hussel were exactly what we were looking for as a think outside of the box marketing agency. Brennan worked with Hussel to produce a video for use as an advert on our social media & YouTube channels. Lewis and his team were fantastic to work with & delivered exactly what we were looking for with the tone & presentation of the video. We've been so impressed with the first video they produced for us that we've decided to turn this into a series of adverts for our company. We're really happy to continue to work with Hussel and produce some compelling but fun content for our customers."
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Owner/Director - HM Staffing

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