PONOS' 'The Battle Cats' creates a petition to celebrate the Year of the Cat this CNY

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Video game company PONOS has embarked on a playful departure from Lunar New Year norms with a campaign that aims to put an end to the Year of the Dragon.

In collaboration with creative innovation firm R/GA Singapore for its mobile game, The Battle Cats, the campaign urges players to sign a petition to replace the mythical Year of the Dragon with the Year of the Cat.

Don't miss: PONOS' The Battle Cats gets 'hacked' for Black Friday

The campaign also features a film that begins with a cat rewriting a sign to read ‘Happy Nyan Year’ instead of ‘Happy New Year’. The game character then asks that since dragons are imaginary creatures, how can the cat not be included in the zodiac?

When the character asks if it is because cats are unattractive, the camera zooms out to hilariously reveal the cat character’s long legs and red high heels that are attached to its round body.

The film then showcases The Battle Cats gameplay where the ‘Beautiful Legs Cat’ attacks a cat wearing a dragon costume to highlight that cats are superior to dragons.

“PONOS and R/GA are reshaping the gaming experience by embracing the beautifully bizarre and captivating Taiwanese and Korean gamers in a culturally resonant way,” said Shingo Ohno, creative director at R/GA Singapore.

“The ‘Beautiful Legs Cat’ is used to gather votes, the more votes received, the more cat food players earn in the game. Drawing inspiration from the iconic scene in Basic Instinct allowed us to craft a uniquely quirky petition, shedding light on the unjust treatment of cats,” Ohno added.

PONOS and R/GA also recently worked together on a global Black Friday campaign for The Battle Cats last year.

Developed with the aim to increase The Battle Cats' reach and reputation in North America, the global campaign saw the gaming brand's social media channels hacked by a criminal organisation who call themselves 'The OutCats'.

The "hacked" accounts will post a video revealing that The OutCats are made up of revengeful individuals rejected by The Battle Cats nine years ago and are distributing contraband to players. Every player who logs on to the game will automatically receive 999 cans of Cat Food - the game's currency.

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