PAWS OF FURY: THE LEGEND OF HANK

A hard-on-his-luck hound Hank (Michael Cera) finds himself in a town full of cats who need a hero to defend them from a ruthless villain's (Ricky Gervais) evil plot to wipe their village off the map. With help from a reluctant teacher, Jimbo (Samuel L. Jackson) to train him, our underdog must assume the role of town samurai and team up with the villagers to save the day. Also starring Mel Brooks, George Takei, Aasif Mandvi, Gabriel Iglesias, Djimon Hounsou, Michelle Yeoh, Cathy Shim and Kylie Kuioka. PAWS OF FURY: THE LEGEND OF HANK pounces into theatres July 2022.

CHARACTER DESCRIPTIONS

• Hank (Michael Cera): From fumbling Fido to fearless friend, Hank bumbles, barks, and battles his way to becoming a true Samurai. The lone dog in a world of cats, Hank proves it doesn’t matter what you look like on the outside, what’s important is who you are on the inside.
• Jimbo (Samuel L. Jackson): Once famed, now shamed, this former master Samurai is now the cat- nipped cat of Kakamucho. Reluctantly honouring his Samurai oath, Jimbo mentors Hank. And through their friendship, the lost cat finds himself.
• Ika Chu (Ricky Gervais): The ultimate narcissistic baddie, his dream of building the grandest palace in the land is threatened by the town of Kakamucho. He will stop at nothing to wipe “that eyesore” off the map.
• Emiko (Kylie Kuioka): A white-hot ball of feline fury, Emiko may be small, but her fighting spirit is huge. She embodies everything it means to be a true Samurai.
• Sumo (Djimon Hounsou): Though this towering tabby fights with brute force, Sumo is “just a prawnin the ocean of life.” Sent to destroy Kakamucho, he is won over by Hank’s kindness and finds enlightenment on his journey.
• Ohga (George Takei): Ika Chu’s right-hand cat, he would do anything to please his beloved leader... especially wiping “that eyesore” of a town off the map.
• Yuki (Michelle Yeoh): Like all good mamas, Yuki is fiercely protective of Emiko. Behind her stern façade is a heart full of love which bursts with pride for what she knows her daughter can achieve.

Cats, or dogs? Puppies, or kitties? The ultimate question. The epic match up. And here, in this project, you get to weigh in. So we're wondering, are you a dog person, eager to show off your pup to your coworkers? Or a cat person, preparing for your feline friend to take over the world? Whichever you are, on June 24th, you're gonna have to pick a side, because the date is marked by two competing holidays - Bring your Dog to Work Day, and Cat World Domination Day - and our goal here is to find a way to celebrate the rivalry between the species and promote Paramount's new family friendly action comedy PAWS OF FURY: THE LEGEND OF HANK.

The movie itself is all about Cats vs Dogs. Hank (Michael Cera) is a hound who cannot seem to catch a break, and he ends up in a town full of cats who need a hero to defend them from a villain (Ricky Gervais) who is planning to wipe out their village. A once great Samurai legend, Jimbo (Samuel L. Jackson) trains our underdog to be that hero, and encourages him to work with the villagers to save the day.  

Paramount is now looking to you to come up with concepts that will creatively show off the Paws of Fury characters while commemorating these paw-some holidays. We're looking for a range of concepts that go beyond just a standard social post. We want to find ways to engage all the cat and dog lovers out there to speak up and pick a side. We want audiences to associate their goofy dogs with our beloved film hero, Hank, or to share how their stubborn and sneering cat looks just like the Samurai Legend, Jimbo. 

What videos, strategies, or interactive digital features could be created to help these film characters become a part of the holiday? We would like to see ideas specifically TikTok and Instagram Reel centric that leverages cultural zeitgeist, trending stuff, and quick visuals. Should we make a battle video for which species will dominate June 24th? Or make a skit where a cat boss does not approve of a dog coming into their workplace? Or even have everyone post videos of animals that look like characters from the movie and tag Paramount? We are open to hearing any clever concepts that you can imagine, so don't tuck your puppy tail and come out to dominate this opportunity like a fearless cat would.

 

Meet all the Paws of Fury characters and learn more about each of them in the Background section, and for any questions or other project updates, check out the Project Forum.

 

EXPOSURE:

• Paramount's Instagram and TikTok
• Paws of Fury's Instagram and Facebook
• Please review the platform best practices page

 

TARGET AUDIENCE: 13+ fans; young adult/older Gen Z; Parents

 

TONE: Punny, authentic, diverse, celebratory, fun, edgy, cool and comedic

In order to be considered for this project, you must include the below in your concept submission:

• CONCEPT (REQUIRED): Tell us about your concept using up to 250 characters. Your concept should be attention-grabbing. Remember that we're not looking for individual video executions; we need a spark of inspiration or a distillation of what will happen. As always, concepts should be clever and engaging.
  
  
• HELPFUL REFERENCE LINKS (Optional): Have you seen another idea, video or marketing activation that you think makes for a helpful reference? Feel free to include a link to any existing content that'll be useful when trying to understand your Concept.

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