Whiskas 'Epic Cat Fails'

This campaign, predominantly made up of funny cat fails, was a "misleading" approach that used clickbait to encourage viewers to help save tigers from illegal poachers. The campaign was intended to make viewers feel closer to tigers and to encourage them to help "double wild tiger numbers within your cat's lifetime".
As the UGC research and licensing partner on this project we had a great time sourcing cat videos for this campaign. We sourced a ton of videos for our client to choose from before securing the rights and permissions needed to bring this campaign to life.