Being domestic animals, cats usually stay at home. But WHISKAS ® reminds the audience that natural curiosity allows cats to overcome any limits. As people travel around the world, cats do the same at home, exploring hidden spots in apartments. Encouraged by this endless curiosity, WHISKAS ® and BBDO Moscow invited cat parents to explore new destinations and get a chance to win a trip.
To tell the audience of a cat’s quest for new destinations, we put up a fascinating interactive map and made a video. Each destination had a special amusing name — Wardroberest, Armchairburg, Sleepdinia, etc —followed by a brief explanation. The map on the CatDay.ru website helped users to see the apartment through a cat’s eye — like a colorful fairytale world.
Irina Khorokhorina, WHISKAS ® Brand Manager, Mars Petcare:
We at WHISKAS ® are truly inspired by cats and always look for a way to celebrate the most fundamental feline trait – their natural curiosity. This year we had a wonderful opportunity to celebrate it together nationally on Cat Day. With campaigns like that we encourage cat owners to celebrate the experience of owning a cat because cats are truly marvelous creatures – and remind them how easy it is to take care of their pets with our products.
Tatiana Kolotilova, Copywriter, BBDO Moscow:
We really like this campaign, as it brings together the brand platform, the promo and our celebration of cats’ curiosity. People picked up the idea, came up with their own names and took pictures of their pets in new locations. Our favorite among “folk art” names: Refriladelphia, Bathenice, and Kitchenburgh. Now we are sure that cats’ curiosity and cat parents’ fantasy will be enough to transform the entire world map into a map of interesting destinations discovered by cats. Sounds like a plan for the next Cat Day!
Tisha Golubeva, Senior Art Director, BBDO Moscow:
Initially, our aim was to link the real world and cats’ imagination, as the campaign’s success and audience acceptance depended on the visual image. We had to experiment a lot, try different and unlikely combinations of textures and forms. The process was truly creative. It was a pleasure to see a new world take shape from a sketch on paper, as fantasy became reality.
Now cat parents know exactly where to look for new destinations, and most importantly — who to do it for!
The participants of the campaign contest received guaranteed prizes, including an opportunity to explore
the world.
