WHISKAS & Clemenger BBDO Reveal the Unknown World of Cats

Today, Mars Petcare launched WHISKAS CATSTACAMTM, a concept that enables cats to take and upload their own photos to Instagram, giving a peek into their world.

WHISKAS CATSTACAM features a series of devices that have been produced exclusively for cat-loving celebrities and famous cats, some of which even have their own fan base. Cat lovers around the world have embraced the idea to learn more about cats and media personalities including Deborah Knight and Elle Halliwell, have joined the initiative to see the world through their cat’s eyes.

Cat content such as videos and images continue to go viral on the internet and social media, yet their real behaviour – what and why they do it – often remains a mystery, baffling their owners.

“WHISKAS is always looking for new ways to help cat owners get closer to their cats. Working with Clemenger BBDO Sydney we have created WHISKAS CATSTACAM, an innovative idea that allows us to help nurture cat ownership by understanding their behaviour through advice from one of Australia’s leading veterinarian specialists, Dr Jacqui Ley”, said Sylvia Burbery, MARS Petcare Australia managing director.

The devices are Instagram-enabled cat cameras that can shoot a photo every 20 seconds, and use motion-detection technology to capture real life moments from the cat’s point of view. Photos are then uploaded to the cats’ own Instagram profiles, with behaviour analysed and decoded by a WHISKAS cat behaviour expert through the dedicated #AskWhiskas.

The team behind the WHISKAS CATSTACAM devices have used every opportunity to encourage playful bonding between cats and their owners, by designing packaging of the device that doubles as a cat-toy.

"We all know the internet’s obsessed with cats. We wanted to take this a step further by not only giving cats their own Instagram accounts, but the ability to take and upload their own photos, in real time. The result is absolutely mesmerising and gives us new insight into the world of cats,” Paul Nagy, executive creative director, Clemenger BBDO Sydney.