Whiskas / Young Ones / Integrated Campaign
For Living Legends
When a rumor claimed Whiskas was killing cats, we flipped it: Whiskas keeps cats alive so long they outlive the family.
Problem
An online rumor suggested Whiskas was harming cats.
Insight
Cats already feel supernatural, eternal, and bigger than life.
Concept
Whiskas makes cats so immortal, they outlast everything around them.
Narrative Device/ AD Explained
The cat stays fixed while everything else changes around it — trends, homes, decades, people.
Spots
Three absurd scenarios that treat the family cat like an immortal asset.
Prized Possession
Grandma’s Gold
Walter’s In The Will
Limited Edition Object
The Heirloom Feeder
An oversized feeder built with the same logic as the campaign: if the cat is going to outlive the apartment, the feeder should too.