LONDON, UK — Whiskas has unveiled Purradise, a light hearted, multi-channel global campaign dedicated to celebrating feline happiness. Conceptualized in collaboration with AMV BBDO, Weber Shandwick, and EssenceMediacom, this latest brand experience transforms mealtime into a sensory wonderland, designed to delight both cats and their humans.
Launching across key European markets, Purradise reimagines cat contentment through six enchanting lands, each inspired by different feline instincts and preferences. From the aromatic allure of Aroma Island to the crunchy peaks of Mount Crunch, Whiskas brings a rich, immersive world to life, showcasing the magic of its nutritious and delicious product range.
“Purradise exemplifies the feelings that cats experience upon tasting the high quality and delicious offerings from the Whiskas range” said Annie Argyle, European Brand Director at WHISKAS®. “The “purr” is the number one sign of cat enjoyment and happiness. Purrs are hard earned, but a sign of ultimate satisfaction for owners, therefore, with this campaign we wanted to take cats (and their parents) on a new sensory journey, turning each mealtime into a memorable experience that is both rooted in happiness and adapted to their individual preferences and needs.”
This multi-million-pound campaign is designed to engage consumers across a 360-degree ecosystem, spanning digital, social media, radio, OOH, PR, and in-store activations. A series of captivating stop-motion films, directed by Isabel Garrett through BlinkInk, bring the Purradise landscapes to life with handcrafted sets, using CGI only for the kibble storm of Mount Crunch.
Pet lovers can also dive into the Purradise digital experience through an interactive game accessible via QR codes displayed in high-traffic locations like London’s Piccadilly Circus. The game allows players to explore the six Purradise lands and win exciting prizes, adding a layer of engagement to the campaign.
To celebrate the uniqueness of every cat, Whiskas has teamed up with Dr. Tammie King from Mars Petcare Science center and Waltham Petcare Science Institute to develop six feline personality archetypes. Pet parents can take the Purrsonality Quiz to discover their cat’s dominant trait and match them:
- The Inquisitive Cat (Aroma Island): For those who explore the world through scent.
- The Independent Cat (Gravy Lake): Prefers solitude and serenity.
- The Easy-going Cat (Surf and Turf Land): Open to new experiences and flavors.
- The Active Cat (Feather Valley): Energetic and playful.
- The Playful Cat (Mount Crunch): Always on the hunt for fun.
- The Pampered Cat (Pampered Plains): Loves indulgence and human interaction
For more information on the campaign, visit whiskas.co.uk.
CREDITS
Client: Mars Petcare
Brand: Whiskas
Client team: Chris Rodi, Victoria Gell, Katie Griffiths, Annie Argyle, Polina Ponomarenko, Nivashnee Moodley and Ioana Codreanu
CCO: Nadja Lossgott and Nicholas Hulley
Creative Director: Andre Sallowicz
Creative Team: Ben Smith (Copywriter) and Dan Kennard (art director)
Agency Planning Team: Suzy Barker, Jo Costello and Maddie Burnell
Agency Account Team: Poppy Wilson, Hannah Tall and Hannah Sonde
Agency Deployment Team: Vicki Lavington and Louis Batten-Foster
Agency Production Team: Polly Lowles
Production Company: BlinkInk
Director: Isabel Garrett
Producer: Sebastian Jowers
Executive Producer: Josef Byrne
Head of Production: Alex Halley
Director of Photography: Ronnie McQuillan
Stop-motion Animators: Tobias Fouracre, Steve Warne and David McShane
Art Director: Brin Frost
Compositors: Simone Ghilardotti, Alasdair Brotherson and John Malcolm-More
VFX Supervisor / Compositor: Rob Ward
3D Kibble Animation: Blow Studio
2D Water Animation: George Johnson
Studio: Clapham Road Studios
Grading: ETC
Grade: Andi Chu
Colour Producer: George Blomiley
Sound Studio: King Lear
PR Agency: Weber Shandwick
Media Agency: EssenceMediacom
In-Store Media Team: Mars United Commerce
3D OOH Creative Production: DOOH.com
Game Creative Production: DOOH.com
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