Fresh Step just launched “Catdance Film Festival”, which invites people to submit cat-related original films (with an art house touch) for a chance to win a trip to the Sundance Film Festival. Five finalists will be chosen by a panel of judges and will have the chance to go to Utah and have their film screened during the “Catdance” festival (which isn’t actually affiliated with Sundance, but will take place at the same time). After the screening, fans can vote for the best original cat short. The winner will be named the Viewer’s Choice winner and the filmmaker will receive a $10,000 prize.
Fresh Step’s website will feature a new short each week until the end of the year (which were commissioned through a partnership with GenArt).
Why I’m Curious: Looks like cat food just got fun. Fresh Step has not only tapped into an existing cultural phenomena but actually elevated it to new heights. By partnering with Sundance and GenArt they’re also lifting the Clorox-owned brand and appealing to a wider audience. Even non-cat people (cough cough) get a laugh out of these videos.