campaign overview

Whiskas is known as the purple cat food brand. They're also cat behavioural experts. But no one knew this. We needed to prove they are.

So we created Whiskas CATSTACAM - the social way to help people better understand cats.

We built cameras that let cats take photos from their point of view and for the first time ever, post them directly to their very own Instagram account.

Then, as each photo shed new light on cat behaviour, we were there to explain why, with #AskWhiskas.

And to further demonstrate Whiskas understanding of cats and their needs, the packaging also turned into a nifty cat toy.

The campaign delivered $13 Million in earned media, a 400% uplift in sales and people finally saw Whiskas as the cat experts they are.



2x Cannes Lions PR Finalist
1 x Spikes Branded Content Silver
2x Spikes Media Silver
1x Spikes Promo Bronze
1x Spikes PR Silver
1 x Spikes PR Finalist
1x Spikes Direct Finalist
AC&E Awards – Mobile Marketing (GOLD)
AC&E Awards – Ambient and Experiential (Highly Commended)
AC&E Awards – PR Campaign (Highly Commended)
AC&E Awards – Social Media Campaign (Highly Commended)
AC&E Awards – Branded Content (finalist)
AC&E Awards – Customer Acquisition Campaign (finalist)
AC&E Awards – Digital & Social Advertising (finalist)
AC&E Awards – Integrated Campaign (finalist)
AC&E Awards – Media Campaign (finalist)
AC&E Awards – Most Effective Use of Content (finalist)
AWARD – BRONZE – Direct Marketing, Dimensional Direct Mail
AWARD – SILVER – Direct Marketing, Alt. Media
AWARD – SILVER – Direct Marketing, Digital Direct Response
AWARD – BRONZE – Best Use of Social Media in a Promotional Campaign
AWARD – SILVER – Digital Campaign – Business to Consumer
AWARD – BRONZE – Social Media
Webby Award Winner – Social Content And Marketing – Animals.
Webby Award – Social Content And Marketing – Weird (Finalist)
Facebook Awards – Winner – innovation
New York Festivals – Mobile, Use of Technology – Finalist
Adnews Digital Campaign of the Year (finalist)
Featured in Directory Magazine June 2015.
Selected in Campaign Brief’s ‘The Work’ 2016 (the best advertising in Asia, Australia and New Zealand) – Social media, Branded Content and Entertainment, Digital, Direct, Miscellaneous, and Social Media.