Product / ServiceCAT HEALTH
CategoryD01. Animal Health
Production UNCLE JAPAN Tokyo, JAPAN
Additional Company KAO CORPORATION Tokyo, JAPAN


Name Company Position
Erick Rosa Beacon/Leo Burnett Tokyo Chief Creative Officer
Yusuke Ohta Beacon/Leo Burnett Tokyo Associate Creative Director
Seiya Matsumoto Beacon/Leo Burnett Tokyo Senior Copywriter
Mihoko Suzuki Beacon/Leo Burnett Tokyo CX Executive
Akifumi Uzawa Beacon/Leo Burnett Tokyo Digital Director
Kazuhiro Mizuno Beacon/Leo Burnett Tokyo Digital Producer
Kyoko Mitsui Beacon/Leo Burnett Tokyo Group Business Director
Kentaro Watanabe Beacon/Leo Burnett Tokyo Account Executive
Yoshihito Suetake Uncle Japan Producer

Why is this work relevant for Direct?

This idea has created a completely new way to test cats in Japan. But more than that, by using something that is available across the country—a new, very affordable and accessible way to test cats at a time where the cat population has become larger than that of dogs in Japan. And besides the convenience, the idea uses a symbol that clearly connects with cats, fish. In short—an idea that is so easy to implement that quickly spread across the nation—helping people care for their beloved pets.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Although there is some products of which name can be mentioned in advertisement including TVC, you cannot mention any name of products in in-clinic tools except tools being used/shown in an examination room.

Describe the target audience and why your work is relevant to them.

This targeted both, the owners of cats and professionals. First, the owners were presented with an easy tool and alternative to test their cats. A second, the Healthcare professional—who had in their offices, samples and information guides to inform pet owners of this testing alternative.


Among the diseases that cats develop in their lifetime, about half is in related to the urinary system. In most cases, diseases have advanced by the time symptoms occur. As a leading brand committed to pet’s wellness, Boehringer Ingelheim upheld a mission of creating a habit among all cat owners to perform a urine test for early detection of their cat’s urinary system diseases.

Describe the creative idea (30% of vote)

We proposed “Fish Save Cats,” a new simple urine testing method. Japan is the country of soy source.We set our eyes on this fish-shaped soy sauce container easily found in kitchens and bento boxes. Interestingly, it’s just the perfect size for urinalysis. And the fish shaped container was also perfect for reminding pet owners of their cats as cats in Japan love fish. The new method of urine testing we presented is very simple. Get the urine left by the cat.Suck up the urine with the container.And just bring it to the animal clinic. Cat owners no longer needed o take their cats to the hospital anymore for ulynalsis. We succeeded to brake the biggest barrier.

Describe the strategy (20% of vote)

The number of cat owners are growing rapidly in Japan due to a ‘cat boom’ but many of them do not have sufficient knowledge about how to take care of their cat’s health. In addition, urine testing was not generally accepted for various reasons e.g. cats don’t like to go to vets or the test itself is invasive. Thus it was necessary to rethink the test method and the way it is communicated in order to lower the hurdle for performing the test.

Describe the execution (20% of vote)

Our proposal was “Fish Save Cats,” a new urine testing method utilizing a fish-shaped soy sauce container that is ubiquitous in Japan. This solution allowed for a testing procedure of simply sucking up cat’s urine with the container and bringing it to the animal clinic. We advocated animal clinics all over japan to adopt this new method and provided them the campaign tools (posters, brochures and etc.) that help them to communicate with their patients. Of course, we also communicated with cat owners directly by announcing this campaign in brand site and SNS.

List the results (30% of vote)

3 Million Social Impressions Over 700 Animal Clinic Adopted 50% Abnormalities Found The new urine testing method that we proposed quickly became widespread with its importance and the word of mouth generated among cat owners. We received over 3 milions of social impressions. And to date, the urine test has been adopted by over 700 animal clinics across Japan and the number is still growing. Furthermore, some sort of abnormalities were found with 50% of the cats tested with this method, allowing them to receive early treatment following thorough examinations.