So what do you do with 100 cats all gathered into one place in one night on purpose?
Well if you are the IKEA store in Wmbley, London, you use them as part of a “Herding Cats” experiment in creating an advertisement for the giant company. Now these were ‘trained’ cats but rather the family pet variety that belonged to employees.
The cats were released into the IKEA store after it had closed for the day and then filmed while they explored their new surroundings. Then an hour or two before the store was set to open for the day’s business the store was returned to normal.
The following video is a behind the scenes look at what went into making a future ad.