WHISKAS MEWOW

Role: Concept & Art Direction
Agency: BBDO Germany
Client: Whiskas

↳ Cats are the definition of ‘blasé.’ They don’t show extreme excitement or any exaggerated emotion, making it harder to advertise a product like Whiskas. But we had the role of building a European new concept for the brand from scratch. That’s how we got to ‘MeWOW’: a word we created to portray cats’ joy.

The campaign was a huge success. Increasing sales in all the markets it ran and brand awareness in the category. The public response was so good that even markets that were not planning to run the campaign decided to do it — turning out as an exciting project for the agency and everyone involved. In other words, we also went ‘MeWOW’ about this.

“MeWOW is a simple, powerful expression of innovation, taste and – most of all – enjoyment.”

ANNIE ARGYLE

WHISKAS BRAND MANAGER UK

Credits

Creative Managing Director
Kristoffer Heilemann

Managing Director
Cornelius Kölblin

Creative Directors
Rod Henriques
Michael Pluckhahn

Senior Art Director
Ailton Henriques 👋 

Senior Copywriter
Guilherme Nesti

Client Service Director
Simon Stitz

Account Team
Bianca Sauer
Ulrike Pohl

CGI/Post-Production Company
Lightfarm

Film Company
Flare Studio