• by Danielle Oster , Yesterday

Pet tech brand Petlibro took to the city famed for its Christmas tree lighting to promote its Luma Smart Litter Box, with a digital Christmas tree that was “Lit By Sh*t.”

The brand partnered with agency creative agency nice&frank on a tree lighting OOH. From December 10-16, a 73-foot-high digital tree projection at 6th Avenue and Waverly Place near New York City’s Washington Square Park, “Lit By Sh*t”, was powered by data from the smart litter box. A different ornament on the projection lit up to correspond with when real cats used the Luma Smart Litter Box.

Petlibro positioned the activation as an illustration of how the smart litter box can provide people with important data about their cats’ health.

“This playful activation brings to life Petlibro’s latest innovation, Luma, that uses our self-developed AI technology to turn each trip your cat takes to the litter box into a powerful examination of their well-being,” Petlibro CEO York Wu said in a statement. “Luma unlocks critical cat parent knowledge, sharing insights like AI Waste Analysis that tell you what your cat did, when, and how much, so owners can act upon changes in their pet’s routine.”

The activation also helped support the international feline health nonprofit EveryCat Health Foundations, to which the brand made an initial donation of $22,222, with the brand driving audiences to a campaign donation page. 

In another OOH campaign -- this time national -- Petlibro also partnered with nice&frank to launch a national digital OOH “Data Dumps” campaign ahead of the holidays, with signs visualizing the kind of insights provided by the Luma Smart Litter Box

“The expression ‘data dump’ was the double entendre that led our copywriting process,” Sophie Lichtman, an associate creative director at nice&frank, said in a statement. “For technologists, data dumps are a pile of data transferred from one system or location to another. Leaning into that turn of phrase, we used ‘Data Dumps’ to parallel that cat’s dumps transfer their wellness data to the Luma Smart Litter Box.”