Purina's Tidy Cats in collaboration with Rainn Wilson's Soul Pancake created an outlet for people to relax using kitten therapy. In a video produced by Soul Pancake, it shows a variety of people dealing with high levels of daily stress. They go into a transparent box with a sign outside saying 'Free Therapy: Step Inside and Relax.' At first participants sit and think they are about to do a guided meditation, but then a slew of adorable kittens come out to play.
The feel-good kitten therapy video demonstrates an usual but highly effective way for brands to connect with digital content producers to do good. Given that the segment was made for the Internet, using baby cats was an excellent way to increase views (because we all know how people online feel about cats).