OAKLAND, Calif., Jan. 25, 2016 /PRNewswire/ -- Park City's
celebration of independent film starring shelter cats roared back
in a whole new way. "New Girl" actress Hannah Simone rolled out the red carpet for the
best of feline film and debuted a virtual reality cat adoption
experience – as seen through the eyes of a cat – at the Catdance
Film Festival* presented by new Fresh Step® with the
power of Febreze™. Simone bestowed the coveted Golden Litter Scoop
and $25,000 grand prize at the
cat-adelic themed fete on Saturday, Jan.
23 in Park City during another iconic independent film
festival.
"I love the funny and sweet moments I have with my cats, Jake
and Frank, so I was honored to celebrate these moments
at the Catdance Film Festival," said Simone. "It was
a spectacular event for the star of the show – shelter
cats. They walked the red carpet, took over
the silver screen, and tugged at
guests' heartstrings through a very cool virtual reality
experience."
Cat's Eye View
Guests donned cat ears and virtual
reality goggles to experience for the first time ever what it's
like to be a cat being adopted, from the tearful moment they're
overlooked to joyful union with its new family. If the world could
see how much adoption means from a cat's point of view, shelters
would be empty. Join the Fresh Step Million Meow Mission to
improve the lives of shelter cats and find them more forever
homes.
While the experiential content debuted in Park City at the
Catdance Film Festival, feline film fanatics can have the same
virtual experience at home with cardboard goggles and by visiting
freshstepadoptionvr.com.
"Given the launch of our biggest litter innovation, Fresh Step
with the power of Febreze, we really wanted to kick it up a notch
at the Catdance Film Festival and offer fans something new and
different," said Nick Meyer, Fresh
Step Director of Marketing, Pet Products. "This year we
decided to make a splash by rolling out a touching virtual reality
experience that gives people a chance to see adoption through the
eyes of a cat."
And The Winner Is…
Catdance has always been at the
forefront of creative cat cinema, and this year screened even more
original cat films starring shelter cats. Simone introduced the
best of the best on the big screen before presenting the coveted
2016 Golden Litter Scoop and $25,000
"kitty" to Mike Thompson for his
film, "The Purfect Patsy."
"I've been working in film since 2000, but never have I ever
been challenged so creatively as to create a cat film for the
Catdance Film Festival," said Thompson, who resides in Las Vegas. "The project was as fun as it was
challenging, and I enjoyed every step of the process. It was such
an honor to have my film selected as an official selection and to
be awarded the Golden Litter Scoop."
In the film, a quiet gentleman sits on a bench and starts
to prepare his snack. He looks away for just a second and it
mysteriously disappears! As the gentleman continues making snacks,
they continue to disappear…until he finds the real furry culprit!
The video stars Gregory Popovich and
his furry friends. Visit FreshStep.com to view the winning film,
2016 official films and past Catdance Classics.
The Purrfect Match
In addition to celebrating the
premiere of original short cat films, Catdance debuted a purrfect
partnership that has just been formed: Fresh Step with the power of
Febreze. Finally, it's possible to make litter odors vanish. New
Fresh Step with the power of Febreze doesn't just mask the odors,
but it eliminates them. This is the only cat litter with the power
of Febreze and also boasts a new lower dust formula, for cleaner
surfaces and cleaner air. Now that is definitely worth
celebrating.
Giving Love By the Scoopful
Fresh Step with the power
of Febreze presented the Catdance Film Festival as part of its
Million Meow Mission, a campaign to help more shelter cats find
loving forever homes. Fresh Step is committed to donating one
million scoops of litter to shelter nationwide. Through the Fresh
Step Paw Points loyalty program, members can donate their Paw
Points to the shelter of their choice. In turn that shelter
can redeem Paw Points for free Fresh Step litter, cat necessities,
care items and toys. Through caregiving, volunteering, and
donations, every act of kindness to shelter cats is a gift, and the
Million Meow Mission seeks to provide that for every cat. For more
information, visit
https://www.freshstep.com/paw-points/million-meow-mission.
The Clorox Company
The Clorox Company is a leading multinational manufacturer and
marketer of consumer and professional products with about 7,700
employees worldwide and fiscal year 2015 sales of $5.7
billion. Clorox markets some of the most trusted and recognized
consumer brand names, including its namesake bleach and cleaning
products; Pine-Sol® cleaners; Liquid Plumr® clog removers; Poett®
home care products; Fresh Step® cat litter; Glad® bags, wraps and
containers; Kingsford® charcoal; Hidden Valley® dressings and
sauces; Brita® water-filtration products; and Burt's Bees® natural
personal care products. The company also markets brands for
professional services, including Clorox Healthcare® and Clorox
Commercial Solutions®. More than 80 percent of the company's sales
are generated from brands that hold the No. 1 or No. 2 market share
positions in their categories.
Clorox is a signatory of the United Nations Global Compact, a
community of global leaders committed to sustainability. The
company has been broadly recognized for its corporate
responsibility efforts, including, most recently, two U.S. EPA
Climate Leadership Awards for Excellence in Greenhouse Gas
Management and inclusion among the top 40 companies on the
2015 Newsweek Green Rankings and CR magazine's 100 Best
Corporate Citizens 2015 list. The Clorox
Company and The Clorox Company
Foundation contributed approximately $15 million in
combined cash grants, product donations, cause marketing and
employee volunteerism during the past year. For more information,
visit TheCloroxCompany.com, the CR Matters Blog and
follow the company on Twitter at @CloroxCo.
NYSE: CLX
CLX-B
*Fresh Step litter is hosting the screening and using the
Catdance Film Festival name with permission, but is not an official
sponsor of the Sundance Film Festival
Media Contacts: Apryl Ash, PDC
PR
614.439.7596
apryl@pdcpr.net
Anne Marie Ghigo,
Clorox
510.271.4710
Anne.Marie.Ghigo@clorox.com
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SOURCE The Clorox Company