Sugar&Partners introduce a new brand and retail campaign for Mammoth™ Modern Insulation.

As well as keeping homes warmer, the campaign reveals that this is modern isolation – made from polyester fibers that are safe and easy to handle.

The ads also demonstrate how Mammoth’s flexibility means it can be installed in roofs, ceiling and under floors, which is unique.

Drawing on the worldwide ‘Cat Memes’ phenomenon, a 45″ TVC introduces a warmth-loving cat that prefers Mammoth to humans. The result is a self-satisfied cat who prefers to call himself Prince Nikolai Stroganov III.

Like all ‘Cat Memes’ – we can hear/read his inner thoughts – and here we discover he abhors the cold and sees his owners as mere servants – only tolerated in order to ensure the uninterrupted nature of his warm and cozy lifestyle.