A cat-adoption drive for cat haters

By now, you should be aware of Ad Nut’s rightful aversion towards murderous beasts. Not too far down Ad Nut’s list of general aversions is the common murderous beast’s nemesis: cats. Sure, these jumpy creatures may not be as lazy, narcissistic, or purposeless as murderous beasts, but they serve little to the animal kingdom nonetheless.

There seems to be an unusual affliction among Ad Nut's human friends: You’re either a dog or cat person. Ad Nut is baffled as to why humans are not able to compute equal adoration for both, but the this-or-that classification seems to have plagued humankind for generations.

Using this insight, cat-food brand Whiskas came up with ‘The Cat Conversion System’, an Australian adoption drive for… cat haters. The campaign—by CHEP Network, AMV BBDO, EssenceMediacom and Enthral—uses insights that show one in six Australians admit to disliking cats or outright hating cats. However, 74% say they’ve never actually owned or lived with a cat. But humans are generally empathetic beings, and 91% of respondents say most cats deserve a loving home despite a majority not planning to foster or adopt in the next 12 months.

Here’s how the campaign to convert cat haters works. It was kicked off with cryptic OOH ads with copy like ‘Cat Haters Wanted’ emblazoned across bus stops to pique curiosity. Then, a QR code directs cat haters to a website where they’re invited to foster a cat for a few weeks—which could eventually encourage permanent adoption should they come to realise that it’s really not that bad.

On TikTok, meanwhile, Whiskas employed a ‘dislike’ algorithm where the more viewers swipe past cat videos, the higher the chance of them being identified as potential cat adopters. Ad Nut likes this simple, sneaky idea of turning traditional engagement tactics on their heads.

So, can a cat-hater learn to like a cat in two weeks? Ad Nut surely can’t, but Ad Nut has faith that humans can perhaps develop even an ounce of affinity for these slinky, jittery organisms whose poo one could smell from space.

CREDITS 

Client: Mars Petcare
Brand: WHISKAS®
Client team: Camille Shepherd (WHISKAS® Australia Portfolio Marketing Director), Alessandra Vella
(WHISKAS® Australia Brand Manager) Chris Rodi (WHISKAS® Global Brand Director) and Victoria Gell
(WHISKAS® Global Marketing Manager)
Agency: CHEP Network and AMV BBDO

CHEP Network

AMV BBDO team:
CCO: Nadja Lossgott and Nicholas Hulley
Creative Director: Andre Sallowicz
Creative Team: Will Brookwell and Louis Prenaud
Agency Planning Team: Suzy Barker and Brian Williamson
Agency Account Team: Laura Balfour and Stephanie O’Neil
Agency Social Team: Matt Henry, Avalon Cole, Ben Casey

Media Agency: EssenceMediacom
PR & Talent Agency: Enthral

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.