Morris the Cat Has (Inevitably) Discovered Wearable Tech

9Lives Has Furry Fun With an Interactive Experience

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We all know that cats and the internet are a perfect combination. So how do cat-food brands go about harnessing that power? Mars' Temptations Tumblers did it recently by aping a Nike ad, and now 9Lives, owned by Big Heart Pet Brands, is giving a cat some wearable tech to try out. Agency EVB -- which was also responsible for Catstarter, the feline crowdfunding website -- has created an interactive experience in which viewers can watch the brand's long-running "spokescat," Morris, explore his house while fitted with a pair of smart-cam goggles and a Wi-Fi-enabled activity-monitor collar. Morris the Cat's world-weary commentary is, of course, what makes it funny. The video above introduces the concept and you can see more of what Morris is exploring at

The interactive experience is filled with Easter eggs for people to find, such as coupons for 9Lives along with Morris memorabilia like classic commercials and a downloadable poster featuring Morris dressed in his wearable-tech wardrobe.

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Oct 09, 2014
Executive Creative Director:
Steve Babcock
VP/Group Creative Director:
Patrick Maravilla
Associate Creative Director:
David Byrd
Art Director:
Tyler Jensen
Senior Copywriter:
David Satterfield
Logo Animation:
Kevin Brown
Senior Interactive Producer:
Kevin Turner
Senior Film Producer:
Jamie Shuster
Production Company:
Every Day is Like Sundae
Simon Mowbray
Executive Producer (Production):
Blythe Dalton Klippsten
Producer (Production):
Tina Starkweather
Director of Photography:
Simon Thirlaway
Post Production:
Music Company:
Aaron Robinson
Sound Design:
Sound Designer:
Matt Miller
Visual Effects Editor:
Simon Mowbray
VP/Director of Account Management:
Kathleen Foutz
Account Manager:
Laura Miley
Director of Technology:
Ken Goldfarb
Web Development:
Black and Red, Inc
Lead Developer:
Phillip Epstein

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