The Feeding Button.

Five million gamers, in Italy alone. One in four lives with a cat. And a cat doesn’t wait: it doesn’t know you can’t pause an online game — or it couldn’t care less. It wants to eat, and if you don’t oblige, it’s capable of anything. A lose-lose situation. Ultima Pet Food comes to the rescue of cat-loving gamers with The Feeding Button: a key that clips onto gamepads and keyboards and releases a portion of kibble from a connected dispenser, without taking your hands off the controller or your eyes off the game. A physical product that shows the brand cares about the needs of pets as much as those of their owners — and that gave life to a very entertaining activation.