Whiskas is the biggest name in Australian cat food by a wide margin. But despite it's fame, Australians seem to know very little about the brand beyond "it's the purple one". With their fastest growing competitors all boasting impressive scientific approaches to meal time, we needed to prove there was more to Whiskas than being purple. Whiskas needed to prove they understand cats.

Traditional product communications were already communicating that Whiskas makes nutritionally rich, balanced cat food, so the brief was to show the brand cared for cats in a surprising way.

Our aim was to take advantage of the pre-existing hunger for cat content and to tap into our large but largely inactive social media fan base.

We launched a series of micro-films that took advantage of the pop-cultural obsession with "hacks", ways to improve your lifestyle with minimal effort. The videos taught cat-owners how they could easily modify their existing (or easily accessible) furniture to better cater to cats' curious characters.

The highly stylised instructional films gave viewers all of the information they needed, and all of the cuteness they wanted, in less than the time it would take to watch a conventional commercial.

6 micro-films (sub-15") launched the campaign, appearing on Facebook, Youtube, and Instagram. The hacked furniture that appeared in the films was donated to local catteries which helped to spread the word through influencers and following the launch, our audience continued the conversation uploading images of their finished hacks along with new ideas on our social channels.