Whiskas explores feline curiosity with new Clemenger ‘Cat Hacks’ campaign

Whiskas has launched a new campaign encouraging cat owners to create feline-friendly environments in a new series of ‘Cat Hacks’ microfilms.

The campaign, out of Clemenger BBDO Sydney, takes off the internet’s ‘life hacks’ trend, creating a six-part series that teaches cat lovers how they can make DIY furniture for their feline friends.

The 15 second tutorials offer how to’s for cat cubbys, coffee table cat hammocks, and food clocks. The videos, which feature the slogan ‘Long Live Curiosity,’ explore a step-by-step process to creation and feature a  variety of cats and kittens as they curiously venture through the end products.

“Cats are really curious. Life hacks, also, are really curious. We allen-keyed one into the other and created some neat little cat hacks for the cat-loving community,” said Paul Nagy, executive creative director at Clemenger BBDO Sydney.

In addition to the campaign, Whiskas will donate the furniture from each microfilm to cat rescue shelters across NSW, VIC and QLD through PetRescue, a pet adoption charity supported by Mars Petcare.

TV vet Dr Katrina Warren is also involved, offering her expertise on how Cat Hacks supports the health and behaviour of cats.

“Cats and kittens need a stimulating environment that satisfies their curious nature. Furniture that is interesting for felines to explore can really help the health and behaviour of cats and kittens,” she said.

Steph Groves, Whiskas brand manager, said, “We wanted to focus on the curious nature of cats and Clemenger came back with this great concept of Whiskas cat hacks. It’s the first time this has been done specifically for the cat community.”

The campaign will be carried out on social via Facebook, Instagram and Youtube, as well as amplified with paid digital, social engagement and earned media.

Zoe Samios

Executive Creative Director: Paul Nagy
Creative Director: Luke Hawkins
Creative Director: Ben Smith
Writer: Simon Gibson
Art Director: Dan White
Senior Designer: Daniel Mortensen
Designer: Claire Sutton
Head of Planning: Kit Lansdell
Group Account Director: Maddie Marsh
Senior Account Director: Lena Dawson
Senior Account Manager: George Robertson
Planner – Social Specialist: Toby Clark
Head of Integrated Production: Denise McKeon
Production Company: Revolver/Will O’Rourke
Director: The Glue Society’s Paul Bruty
Managing Director/EP: Michael Ritchie
EP/Head of Projects: Josh Mullens
Producer: Jasmin Helliar & Phoebe Marks
DOP: Rob Marsh
Production Designer: Silvana Azzi Heras
Post Production Company: The Glue Society Studios
Editor: The Glue Society’s Luke Crethar
Colourist: Fergus Hally
Online Operator: Viv Baker
Post Producer: Scott Stirling
Marketing Director: Ben Culligan
Marketing Manager: Natalie McWilliam
Brand Manager: Steph Grove
Media Agency: MediaCom + Starcom
PR: Palin Communications


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