Cats are curious and this one of the things that cat owners love about their furry children. Of course, being domestic animals, cats usually stay at home. But Whiskas reminds its 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. This endless curiosity is something worth enjoying, so on Cat Day, Whiskas and BBDO Moscow invited cat parents to explore new destinations and get a chance to win a trip based on what they foujd..

To explain cats’ quests for new destinations, BBDO Moscow created a fascinating interactive map. 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 colourful fairytale world.

Tatiana Kolotilova, copywriter, BBDO Moscow, explained, “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, added, “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.”

Irina Khorokhorina, Whiskas brand manager, Mars Petcare, noted, “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 marvellous creatures – and remind them how easy it is to take care of their pets with our products.”

Credits:

Agency: BBDO Moscow

Executive Creative Director: Alexey Fedorov
Associate Creative Director: Marina Dedyukina
Copywriter: Tatiana Kolotilova
Senior Art Director: Tisha Golubeva

Head of TV Production: Irina Noruzi
Producer: Mery Asatiani
Assistant Producer: Elizaveta Grigirieva
Art Buyer: Marina Shponko

Junior Producer: Maria Volchuk
Music Producer: Pavel Philippenko
Creative Group Head, Design Studio: Elena Antonova
Designers: Tatiana Moiseenko, Ekaterina Khrunicheva & Dmitrii Fishman
Leading Editors: Dmitrii Bashmakov & Irina Kotyukova
Project Manager: Artur Bubnov

Managing Director: Natalia Tsyganova

Business Director: Anastasia Dubrovskaya
Account Supervisor: Mary Kirienko
Account Manager: Ekaterina Iliicheva

CGI Studio: Belle Ville Indie Studio

Production Company: Okey dOkey

Director: Matt Enlow
Director of Photography: Harvey Glen
Executive Producer: Oksana Gill
Assistant Producer: Elina Sherman

Client: Whiskas, Mars Petcare

Marketing Director, Mars Petcare: Olga Kostrova
Senior Brand Manager, Whiskas, Mars Petcare: Maria Suchkova
Brand Manager, Whiskas, Mars Petcare: Irina Khorokhorina
Media & Digital Head, Mars Petcare: Natalia Mikhailova
Digital communication specialist, Mars Petcare: Anastasia Barabanova
Head of Customer Marketing, Mars Petcare: Svetlana Volkova
Category Activation Junior Manager, Mars Petcare: Ekaterina Petrenko