Ad Nut
Apr 19, 2016

Life hacks? Whiskas wants you to try some cat hacks instead

From Australia: ‘Cat hacks’ for Whiskas by Clemenger BBDO Sydney

Life hacks? Whiskas wants you to try some cat hacks instead

Ad Nut is made to understand that there’s this popular concept called “life hacking” and “furniture hacking”, where humans convert or adapt existing furniture into something else.

So Clemenger BBDO Sydney decided to create some “cat hacks”, which translates to “furniture made with kittens and cats in mind”, in this new campaign for cat food brand Whiskas.

The 15-second tutorials show would-be DIY experts how to easily build things such as cat cubbys, kitty home-entertainment system, or coffee-table cat hammocks.

The six 'hero' cat hacks will be posted on Whiskas' social-media channels (Facebook, Instagram, YouTube) with support from paid digital, social engagement and earned media.

Of the hacks featured, Ad Nut must admit to being quite impressed with the clock feeder, the exercise wheel and the hammock. The home-entertainment system was a bit of a letdown, but Ad Nut can appreciate the cheeky humour behind it.

It makes complete sense to this squirrel why humans spend so much time and effort making sure their cats are pampered and protected. It is after all, part of a centuries-long campaign embarked on by feline-kind to train and improve their human slaves.

Ad Nut is certainly no friend of cats: They’re mean and would be happy to bring a dead Ad Nut home to their humans as some kind of misguided offering.

That being said, Ad Nut must give due credit to these master manipulators, for only this furry species has humans serving them instead of the other way around. Sorry canine-kind, but it’s true, let’s see you try and blatantly ignore or abuse your human and get away with it.

Ad Nut is now trying to figure out how to convince humans to come up with some squirrel hacks. Where's my automated nut dispenser? My portable hammock for tree branches? My app for tracking nut stashes?

Come on now, squirrels need some love too!


Executive creative director: Paul Nagy
Creative director: Luke Hawkins
Creative director: Ben Smith
Writer: 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: The Glue Society’s Paul Bruty
Managing director/EP: Michael Ritchie
EP/Head of projects: Josh Mullens
Producer: Jasmin Helliar & Phoebe Marks
DOP: Rob Marsh
Production designer: Silvana Azzi Heras
Post production company: The Glue Society Studios
Editor: The Glue Society’s Luke Crethar
Colourist: Fergus Hally
Online operator: Viv Baker
Post producer: Scott Stirling

Marketing director: Ben Culligan
Marketing manager: Natalie McWilliam
Brand manager: Steph Grove

Media agency: MediaCom + Starcom


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