Whiskas: Meowzer

Dogs are awesome. Trust me, I have one. His name is Kobe. He likes to sniff things and ignore my requests.

Anyway, everyone wants a dog, but not everyone is ready for one. They need walking, cleaning, training and more. And today more people are looking for ‘easy’ dogs than ever in this lazy, lazy world. It’s no wonder the top reason for dogs being returned to shelters is the unexpected amount of work they are for the owner.

So, with cat shelters globally overflowing we did the unthinkable and suggested to these wannabe dog owners that their perfect dog could in fact be a cat. We did it by inventing a new dog breed called the Meowzer.

We took the Meowzer to all the places people were searching for dogs, as well as to the heart of DogTok and CatTok. We got The Dogist to post a cat for the first time ever to his 7 million followers. And it helped to drive a 27% increase in cat adoptions.

I led strategy on this wonderful project, and gave the Dogist as many likes as my thumb could handle in the process.

My title: Group Planning Director / Deputy Head of Planning

Awards: Cannes Lions: Direct - Bronze