Life hacking meets furniture hacking (that’s converting or adapting existing furniture into something else) to become a new series of hacks, plus Clemenger has added a cat element. So Whiskas Cat Hacks are 15 second videos that show you how to make cat-friendly furniture – an appealing idea for cat owners that’s also in line with Whiskas goal of making life better for cats.
And let’s not ignore the drawcard of cute cat videos inherent in the campaign.
The 15 second turorials, a first for the cat community, show would-be DIY experts how to easily build furniture such as cat cubbies, kitty home entertainment system, or coffee table cat hammocks.
Paul Nagy, executive creative director at Clemenger BBDO Sydney commented, “Cats are really curious. Life hacks, also, are really curious. We allen-keyed one into the other and created some neat little cat hacks for the cat-loving community.”
The six hero Cat Hacks below are posted on Whiskas social media (Facebook, Instagram, YouTube) and amplified with paid digital, social engagement and earned media.
Whiskas will also donate the adapted furniture to cat rescues via PetRescue, a pet adoption charity supported by Mars Petcare.
And TV vet, Dr Katrina Warren, will provide expert comment on how Cat Hacks support the health and behaviour of cats. “Cats and kittens need a stimulating environment that satisfies their curious nature. Furniture that is interesting for felines to explore can really help the health and behaviour of cats and kittens,” she commented.
The idea came from research which shows that indoor cats maintain their natural behaviours and often scratch, chew and climb their surroundings. Cats are curious by nature. When they can’t explore they may develop health and behaviour problems. A few pieces of feline-friendly furniture can help satisfy their curious nature and improve cat wellbeing.
Cat Hack 1: The Hammock. Learn how minimalist design meets maximum feline comfort in a few really easy steps. This design means you can admire your cat’s beauty for even longer. Framed like a little piece of art under your glass-top table as she purrs in a little table-leg hammock.
Cat Hack 2: The Lookout. Curious cats love high-up hideaways, so here’s a simple way to turn your bookcase into a stairway to heaven. This design allows your cat to climb to a little cubby house at the top of your wall-mounted library or display cabinet – from where they can look down on you as the subordinate you are.
Cat Hack 3: The Home Entertainment System. Curious cats will discover human furniture is never as fun as the box it comes in. Is it a car? Is it a cave? Is it a safe space with only one way in and out? Yes, it’s all that and more. Give your furry friend the gift of the thing good gifts come in: an open cardboard box.
Cat Hack 4: The Clock Feeder. Turn your everyday wall clock into a sophisticated meal distribution system for your four-legged friend. This time-dependent food dispenser uses the mechanics of a clock to keep your cat fed during the day – while you’re toiling at work.
Cat Hack 5: The Exercise Wheel. Transform two household items into a nifty spinning device so your four-legged friend can stretch their legs. This Hack is for weight-conscious, highrise pussy cats that can’t get out for their workout.
Cat Hack 6: The Scratch Frame. Follow these easy steps if your cat need a new canvas to perfect the art of scratch-post modernism. Watch as your cat redefines art appreciation (and saves your sofa).
Credits:
Creative agency: Clemenger BBDO Sydney
Executive creative director: Paul Nagy
Creative directors: Luke Hawkins & Ben Smith
Copywriter: Simon Gibson
Art director: Dan White
Senior designer: Daniel Mortensen
Designer: Claire Sutton
Head of planning: Kit Lansdell
Group account director: Maddie Marsh
Senior account director: Lena Dawson
Senior account manager: George Robertson
Planner – social specialist: Toby Clark
Head of integrated production: Denise McKeon
Production company: Revolver/Will O’Rourke
Director: Paul Bruty @ The Glue Society
Managing director/executive producer: Michael Ritchie
Executive producer/head of projects: Josh Mullens
Producers: Jasmin Helliar & Phoebe Marks
DoP: Rob Marsh
Production designer: Silvana Azzi Heras
Post Production Company: The Glue Society Studios
Editor: Luke Crethar @ The Glue Society
Colourist: Fergus Hally
Online operator: Viv Baker
Post producer: Scott Stirling
Client: Mars Petcare Australia
Marketing director: Ben Culligan
Marketing manager: Natalie McWilliam
Brand manager: Steph Grove
