Creative agency Paper + Spark has launched an earned-first campaign for Boehringer Ingelheim Australia’s NexGard SPECTRA for Cats. Paper + Spark was then tasked with transforming these insights into a creative platform that would capture the attention of media, influencers and cat owners alike. Designed to spark conversation around cats’ remarkable sense of smell, the campaign used an unexpected cultural idea to bring attention back to the product truth. Rather than open with the product, Paper + Spark opened with the fact, and let the brand truth follow. Cats’ sense of smell gave us both.”