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Is the most valuable health data hiding in the one place we refuse to look?
For cat owners, the litter box has always been a site of disposal, not discovery. We scoop, we flush, we forget. But with the launch of the Luma Smart Litter Box, pet technology company Petlibro challenged this blind spot, proving that a cat’s "number two" holds more insight than we ever imagined.
The campaign reframed biological waste as biological intelligence. By turning the most ignored matter in the world into something impossible to ignore, we shifted the conversation from managing a mess to monitoring a life. The work centers on a provocative double entendre—"Data Dumps"—parallelizing the transfer of digital information with the physical act itself, ultimately proving that when it comes to feline health, data is the sh*t.
The strategic barrier was visceral: disgust. Petlibro was launching the Luma Smart Litter Box, a smart device capable of turning cat waste into actionable health insights via AI. However, the product’s core value proposition required owners to pay attention to something they actively avoid. We needed to disrupt the "scoop and ignore" behavior pattern during the cluttered holiday season. The strategy was to visualize the invisible value of waste, proving to owners that what they leave behind is actually a roadmap to their pet's wellness.
We brought "Data Dumps" to life by turning imagery of cat feces into literal data streams. Our creative insight? Take this beautiful, biological code and turn it into something pet owners could easily understand. We designed visuals of poop built with our very own playful riff on binary code, built from the 1s and 2s cats “do”, representing the specific health insights the Luma extracts. These 176 digital out of home (OOH) placements across NYC and LA served as a bold, unmissable education on feline health.
But data is only valuable if it’s real-time. To prove Luma’s speed and accuracy, we tapped into New York’s most iconic holiday ritual: the city’s famous Christmas tree lightings. We built a 73-foot digital tree in the heart of NYC—entirely “Lit By Sh*t.
We used live data directly from the Luma Smart Litter boxes of six top influencer cats—including @loxandlottie, @porkbellyandjim and @mr.kitters—leveraging a collective audience of over 4.9 million. For one week, every time a cat went #2 in real life, a new ornament appeared on the digital tree instantly. It was a product demo turned public spectacle, powered by the bowel movements of social media’s favorite felines.
The campaign successfully transformed a taboo topic into a performance driver. The "Data Dumps" OOH execution achieved a 77.3% net lift, performing approximately 3x above the OOH benchmark. Additionally, the campaign drove 2.1M users to the website across NY and LA markets. In total, the work delivered 383M earned PR impressions—achieving a CPM of approximately $7.08 from a total media buy of $170k—educating the market on the benefits of the Luma Smart Litter Box.
To prove we truly gave a shit about cat wellness, not just the creative, we extended the concept into a "donation dump" for the EveryCat Health Foundation. Petlibro kickstarted the fund with a symbolic $22,222 contribution, inviting the community to donate any amount they wished—so long as it was in a sum of 2. This philanthropic twist turned fan engagement into funding, proving that even a "number two" can add up to significant change for feline health.
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