Brief Explanation

Hong Kong Cat Society rescues abandoned cats, and finds them new homes. In traditional animal adoption advertising, we are shown the brand without ever seeing the actual pets we’re being asked to adopt. But people adopt pets, not brands. So we let 50 of our cats speak for themselves on Facebook. They updated statuses, shared photos and videos, made posts and chatted with the many friends they made. By sharing their hopes and dreams, they told a community of over 500 million what they wanted most in life - a real home. And all without having to pay a cent.