The Battle Cats is a Japanese mobile game where you help adorable, yet bellicose, felines take over the world. BUT (like herding cats) it’s really hard. Players give up. So we connected them to a higher power for help; the game’s much-loved deity, Cat God. In Japanese, there’s just a few lines difference between the symbols for ‘Cat’ and ‘God’. So we started by altering religious signs around Tokyo. Then we launched a helpline. And a live chat service. And phone booths around Tokyo. And before long, we’d converted the masses 😇 AWARDS D&AD - Shortlist, Gaming and Virtual Worlds ADC Awards – Best in Discipline, Integrated Campaign Gaming ADC Awards – Gold Cube, Integrated Campaign Gaming Clio Awards – Silver, Branded Entertainment Gaming Webby Awards – Honoree, Best Use of Online Media