In a jaw-dropping display where technology meets environmental activism, commuters at London’s Waterloo Station were stopped in their tracks by an unexpected feline friend.
A massive, pink holographic cat materialised under the station’s main information board, catching the eye and capturing the imagination of thousands passing through.
HypnoCat: The Feline Face of Recycling
This ethereal feline, aptly named HypnoCat, isn’t just there to look pretty.
It’s the star of a bold new campaign aimed at tackling a growing environmental concern: e-waste.
As International E-Waste Day approaches, this campaign puts the spotlight on an often-overlooked culprit lurking in our homes—unused cables.
The Great Cable Challenge: One Million Reasons to Recycle
The campaign, cheekily dubbed The Great Cable Challenge, has an ambitious goal: inspiring the British public to recycle one million unused cables.
It’s a staggering number, but when you consider the tangled mess of forgotten chargers and connectors most of us have stashed away, it suddenly seems achievable.
Scott Butler, ECD of Material Focus, the organisation behind the campaign, explains: “Almost all of us have those old, forgotten cables stashed away at home. I have a box under my bed of cables I’ve been holding onto ‘just in case’ but haven’t actually used in months or are broken.”
The Future is Here: Holograms Without Screens or Glasses
What makes this campaign truly revolutionary is its use of cutting-edge holographic technology.
Developed by specialists at Hypergram, HypnoCat appears in mid-air without the need for screens or special glasses.
It’s a glimpse into the future of advertising and public messaging.
From Screens to Streets: HypnoCat’s Evolution
This isn’t HypnoCat’s first rodeo.
The character first appeared in a hypnosis-themed animated spot last year.
But this year, it’s leapt off the screen and into the real world, demonstrating the rapid evolution of immersive technology.
The Copper Connection: Why Cable Recycling Matters
But why focus on cables?
Butler reveals the hidden value in these overlooked items: “By recycling them or donating those that still work, we can repurpose or reclaim that valuable copper currently going to waste.”
As HypnoCat continues to captivate commuters, it serves as a powerful reminder of how innovative technology can be harnessed for environmental good.
Malaysia’s Own HypnoTiger Moment: Embracing Innovation for Environmental Impact
Could Malaysia have its own HypnoTiger moment?
The answer is a resounding yes.
Inspired by the success of HypnoCat in the UK, Malaysia has the potential to create its own culturally resonant symbol—perhaps a majestic Malayan tiger—that could take over the bustling urban centres of Kuala Lumpur and beyond.
By blending cutting-edge technology with iconic local imagery, Malaysia could ignite a nationwide movement to tackle e-waste.
Imagine the impact of a campaign that not only educates but also captivates, encouraging citizens to reclaim valuable materials like copper from forgotten cables.
Such an initiative would not only reduce environmental impact but could also position Malaysia as a global leader in innovative, eco-friendly public campaigns.
So, the next time you’re de-cluttering, remember: that tangle of cables in your drawer could be the key to a greener future—for Malaysia and beyond.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
