Project Link: savethekitten.com/
Project Partnership between: Resn, RehabStudios, StinkDigital and Reddit
The internet is currently a fast moving free and expressive medium of communications and creativity. But currently, laws and principles are being enforced to create control over this. If we don’t take action the current state of the web will be under threat.
Resn felt this was partly their fight, as we definitely stand for a free and open internet.
But how do you mobilize the Internet to stand up for itself?
By threatening to take away the thing it loves most.
Resn, Stinkdigital and Rehabstudio, three of the world’s top interactive production companies, concepted a new campaign called “Save The Kitten” that aimed to bring levity and awareness to the increasingly important issue of Internet freedom by making kittens its centerpiece.
“Save the Kitten” was an internet telethon that put the fate of a live-streamed kitten named Webster directly into viewers’ hands. When users did something positive to create awareness, like sign the petition for the Declaration of Internet Freedom, good things happened to Webster. When users did nothing, ‘bad’ things happened. The drama played out over the course of 24 straight hours, beginning at 12 noon EST on December 3rd, and featured an array of original content, including a special appearance from the Internet's other most famous cat, Lil Bub.
By turning kittens into a metaphor for Internet freedom and using humor to tell a story, "Save the Kitten" hopes to open the discussion up to a whole new audience. The production companies and partners behind this project depend on policies that support an open and free internet, and the same is true for the agencies, brands, and people that they serve.
-Collaborative campaign by three of the world’s premier interactive production companies
-A fight for something that affects us all in this industry: a free and open internet
-A 24-hour live streamed event
-Brought levity to very serious and important issue