Unexpected role reversal – in PreVital’s latest image campaign, cats go to work instead of their owners

The client, Partner in Pet Food Hungária Kft., is one of the most important pet food market players in our country. The manufacturing company, founded in our country in 1999, has now grown into the second largest private label manufacturer in Europe, currently having 3 high-tech plants in Hungary and 9 in Europe. Their team of over 3,000 people is driven by a common goal: to shape a better future for people and their pets.

The largest brand in Hungary, PreVital, was created in 2012 by Hungarian colleagues who still work for the company, so it is a great pride when a completely domestically developed and produced film is released, which will be shown in several countries.

The focus of PreVital’s communication is not only the cat’s passion for food, but also the special relationship that develops between a cat and its owner. In the campaign, our task was to emphasize this emotion in an innovative, attention-grabbing way.

Campaign Goal

The goal was to create an entertaining, yet unconventional image campaign that shows the essence of PreVital on an emotional basis. We wanted to tell a story that would resonate with owners, be fresh and novel in the market, and truly make people stop for a moment.

As AI-based films become increasingly prominent in visual culture, our goal was to create a campaign that was both timeless and a distinctly late-2025 technical and creative imprint.

When and how long will the campaign run, and on what platforms?

PreVital’s latest image campaign will be available on television, as well as on the brand’s digital and in-store platforms, starting February 10th.

Creative concept

The film starts with an ordinary home scene: an owner and a cat saying goodbye in the living room. The door closes, the day begins – and we know exactly what happens next: the owner rushes to work, sits in meetings, and gets immersed in tasks. However, the next sequence of images begins with a surprising twist: the cat leaves, he sits in the meeting room, he watches the clock between two tasks, he longs to go home at the end of a long day.

The campaign subtly contradicts the stereotype that cats are aloof or emotionless. We show human situations and feelings through a cat – without over-anthropomorphizing it, and preserving its animal character throughout. Through the familiar moments, the viewers laugh, recognize themselves, and realize: cats think about us at least as much during the day as we do about them. And PreVital is there at the beginning and end of the day – as a silent companion in these loving, shared moments.