PRAMY puts a human spin on everyday cat antics

PRAMY is turning feline quirks into human behaviour in a new campaign with Wolf BKK and production company Factory01, highlighting the distinct personalities that make cats part of the family.

Titled “Every cat is an individual”, the campaign draws on stories shared across PRAMY’s social media channels of people taking in strays and nursing them back to health. These accounts reflect the brand’s belief that every cat has its own character and individual care needs.

Directed by Wuthisak Anarnkaporn, the campaign film brings this idea to life through three scenarios that reimagine familiar cat behaviours in human form.

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In one scene, a woman repeatedly gets between a couple. In another, two men enter a bathroom just to sit and watch a woman, while a third features a woman perched on a fridge, casually knocking objects off it. What initially appears to be bizarre human behaviour is revealed to be familiar feline antics, as seen through the eyes of their owners.

The film then traces each cat back to where it was found as a stray, introducing its name and personality before showing how it has become a beloved member of the family.

The stories reinforce the campaign’s central message that cats are individuals, with different personalities and needs. This thinking also informs PRAMY’s portfolio of more than 100 products, featuring a variety of recipes designed to cater to different feline needs.

By drawing parallels between human personalities and cat behaviour, the campaign links the affection owners feel for their pets with the everyday decisions they make to care for them, including choosing the right food.

Wolf BKK, Thailand, developed the campaign under the leadership of chief creative officer Torsak Chuenprapar and executive creative director Kanit Mingmuang, with Factory01 handling production.

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