We wanted to make the US launch of Temptations cat treats a memorable one for all American cat owners.

So we decided to hack the world premiere of the upcoming, and extremely uncanny, ‘CATS’ movie musical in New York by making ‘HUMANS – The Musical’, a five minute dramatic meowsical where cats play humans.

We made sure to hype it like any huge Hollywood blockbuster, with strategically placed posters and the most epic cat musical trailer of all time... as a Youtube preroll before the 'CATS' trailer.

It premiered in New York on the same day as ‘CATS’, but in a small cinema around the corner, and exclusively for a feline audience that got served tasty Temptations treats.