Whiskas® loCATor

Creative idea

After a temporary factory change — shifting product sourcing from Russia to Europe — the Whiskas® cat disappeared from the pack, sparking an exploration of runaway pets. 36% of cats run away at least once. At the same time, 84% of local owners fear losing their pet or already faced it. Whiskas® had adoption campaigns but never addressed this urgent issue. We openly said our striped cat had “run away” and gave its media space to missing pets. Together with partners, we launched Whiskas® loCATor — a people-powered search system supported by DOOH, retail, maps, cafés, vets, local shops etc

Brand name: Whiskas®
Advertiser / client: MARS, Magnum, 2GIS
Product / service: Whiskas®
Campaign name: Whiskas® loCATor
Agency network: INDEPENDENT AGENCY
Agency: Ogency, Jam, CITIX / Almaty
Media agency: CITIX
Web address: http://GdeKot.KZ
Agency chief executive officer: Yulia Retunkaya
Chief creative officer: Alexey Leybovich
Creative director: Alexey Leybovich
Art director: Farhat Omirbayev
Copywriter: Denis Bushuev
Client account director: Yulia Dmitrieva