SoulPancake is well known for tackling many of life’s deeper, more serious topics. Now, the media company founded by Rainn Wilson (of The Office fame) is helping to eliminate stress in a new video called “Kitten Therapy.”
SoulPancake partnered with Purina for the project, which taped stressed-out Los Angeles citizens entering a glass box, putting on some headphones, and listening to a relaxation tape. However, the therapy session is “interrupted” when kittens are released through tiny doors to the delightful surprise of the individual inside the box. Playtime, cuddling, and de-stressing inevitably ensue.
SoulPancake collected the kittens from a local shelter, but the media company needed to attract some frazzled people so the participants could fully appreciate the stunt. “We posted up right next to the Los Angeles Courthouse in the heart of Downtown LA — it seemed like a reliable place to find stressed out people,” says SoulPancake’s Lindsay Indermill to The Video Ink.
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According to Indermill, the media company’s “Kitten Therapy” video is “a big guinea pig…for how we can tackle a project as team and stretch our reach with resources.”
“We are experimenting with a doubly adventurous way to engage with our viewership — a live street stunt to recreate the video and a mobile version of #KittenTherapy for those who can’t make it to the stunt,” she said. This means we’ll likely see similar initiatives from SoulPancake in the future as it partners with more brands and looks for new ways to interact with its audience.
“Kitten Therapy” was highlighted in a tweet by What’s Trending on November 12, 2014. The next day, the video hit the #3 spot on Google Trends’ “Trending on YouTube”, and is in the top position as of this writing. Check out the video for yourself on SoulPancake’s YouTube channel. And brace for a complete de-stressing from cuteness overload.