ONKEN Sponsors Channel 4

Onken sponsors Friday Nights on Channel 4

The challenge was simple: how do you bottle the feeling of eating something delicious and pair it with the joy of a Friday night in?

Our answer: celebrate the wonderfully odd things we all do when nobody’s watching.

Because inner happiness rarely looks glamorous. It looks like dancing in the kitchen, talking to your pets and treating yoghurt like a perfectly reasonable Friday night ritual.

At the heart of the campaign was an unlikely duo: a man and his gloriously sardonic cat, voiced by Matt King. Across a series of playful idents, they prepared for a night with Channel 4, celebrating the weird little rituals that make staying in so enjoyable.

Convincing a cat to hit its lines isn’t easy, so we animated and lip-synced its performance in post, creating a pitch-perfect comic sidekick against a seriously tight deadline.

The result was a year-long partnership that felt warm, witty and unmistakably human – connecting the feel-good of Onken with the feel-good of Friday night television.

all things: feeding people’s inner happiness