This week we cover two campaigns that reveal some key fundamental principles about branded entertainment. One is from the cat treat brand, Temptations, who takes a uniquely wonderful approach with the world's first horror film for cats, called Scaredy Cat. The other campaign is from Epilepsy Research UK called, #ALifeInterrupted. Through utilising a documentary/ human interest genre, it aims to teach an important lesson about Epilepsy, and how to motivate a call to action.