Three years ago, an IKEA creative team released 100 cats in its Wembley store in the UK, just to see what would happen. They couldn't control what the cats did, but I'd say it was this very fact that ultimately made this promo ad a wonderful, brilliant idea. Everybody on social media seems to love a cat, and cats left to their own device are cute and cuddly, funny and finicky. All that the team did was to be prepared to capture whatever they could on camera, then spend a good deal of time editing the footage into a one-minute video.
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