Whiskas - "Cat Scratchers"

IMMINENT Prague, Czech Republic

135

This ad is part of the ACT Responsible Collection

Brand: Whiskas
Country: Czech Republic

Advertiser: Mars Petcare

Title	Cat Scratchers
Agency	IMMINENT
Campaign	purrism
Advertiser	Mars Petcare
Brand	Whiskas
Date of First Broadcast/Publication	2023 / 11
Business Sector	Pet Food, Pet Care Products & Services
Philosophy	Whiskas, the Mars Petcare-owned cat food brand, is driving awareness of cat homelessness and the benefits of adoption by creating limited-edition custom-made cat scratchers that celebrate feline creativity. Devised and developed by product design hub IMMINENT, these bespoke cat scratchers have been created to not only serve a functional purpose for cat households but to double as stylish accessories, introducing the concept of “purrism”. This new art movement highlights the techniques cats use while creating their – often unwanted - art through tearing, folding, crumpling and, of course, scratching. The artists will have specific canvasses on which to work, avoiding damage to anything else in the house. The two designs are the work of Czech artist and designer Tereza Rosalie Kladošová and Romanian designer Alexandra Șipa. There are 15 of each design, to raise money for cat shelters and to support adoptions in their respective home markets. Prague-based MCDJ Interior Design devised the innovative frames. The campaign not only has some fun with felines, it is also designed to raise awareness about responsible pet ownership and promoting pet adoption. Whiskas has long been highlighting the issue of cat homelessness and the cat scratchers is the first campaign developed locally to bring the message home. The campaign is being trialled in Czechia and Romania with plans to roll it out further. The cat adoption issue is a large one in this region as people tend to adopt more dogs, so cat shelters are often overcrowded and overlooked by the public.
Media Type	Case Study
Length	202 seconds
Market	Romania
Project Director	Veronika Babkovová
Senior Project Manager	Yaya Mlynárová
Producer	Veronika Ohrádková
Visual Designer	Anežka Macková
Business Director + PR	Magdaléna Löbl
CEO	Darko Silajdzic
PR Agency	MSL Czech Republic
Designer	Tereza Rosalie Kladošová
Designer	Alexandra Sipa
Frame Design	Janský&Dunděra studio