Whiskas For Real

Client
Whiskas

Student work

The internet is overrun with AI cat videos. And while experts predict that 90% of videos will be AI-generated by the end of 2026 - cat lovers are already over it.

Whiskas aren’t only against that kind of AI. They’re also against artificial ingredients.

Whiskas For Real is a campaign that highlights realness in an increasingly fake world; taking a stand against all things artificial. Intelligence and ingredients.

First we launched an AI chatbot that only generates videos with real cats, made by real cat owners.

Then we made our message clear in the comment sections.

And in real life.

Finally we encouraged cat owners to litter the internet with their own cat videos and pictures. So when you search for cats online, the real ones appear.

art directors nils magnusson

alice sävman

copywriter alice maddock