Whiskas Design & Branding I LOVE MY CAT by TBWA\ Berlin

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I LOVE MY CAT

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Industry Pet Food, Pet Care Products & Services
Media Design & Branding
Market Germany
Agency TBWA\ Berlin
Art Director Leila El-Kayem, Heribert Wilmerdinger
Copywriter Dirk Henkelmann, Stefan Schmidt, Philip Borchardt, Nadine Filipe, Felicitas Olschewski
Released December 2010

Credits & Description

Category: Posters
Advertiser: MARS
Product/Service: WHISKAS
Agency: TBWA\BERLIN
Date of First Appearance: Dec 3 2010
Entrant Company: TBWA\BERLIN, GERMANY
Advertiser's Supervisor: Tom Leemans/Antje Liedke (Mars)
Chief Creative Officer: Stefan Schmidt/Kurt Georg Dieckert (TBWA Berlin)
Creative Director: Philip Borchardt/Dirk Henkelmann (TBWA Berlin)
Art Director: Leila El-Kayem/Heribert Wilmerdinger (TBWA Berlin)
Copywriter: Stefan Schmidt/Dirk Henkelmann/Philip Borchardt/Felicitas Olschewski/Nadine (TBWA Berlin)
Strategic Planning: Simon Walter/Moritz Kiechle/Christina Keller (TBWA Berlin)
Illustrator/Typographer: Chehad Abdallah/Benedikt Gansczyk/Thomas Kohl/Veit Moeller/Andrew Morgan (TBWA Berlin)
Account Team: Janina Levy/Nathan Winstanley/Daniel Muench/Stefano Binotto (TBWA Berlin)
Print Producer: Katrin Dettmann (TBWA Berlin)
Media Planner: Stefanie Hartstein (MediaCom)
Media placement: Billboards - Outdoor - 03.12.2010

Describe the brief from the client
Create an emotional connection between brand and audience by bringing the „I Love My Cat“ brand statement to life.

Describe how you arrived at the final design
Because loving cats means taking joy in their lazy, naughty, spontaneous and quirky personalities, we used the Whiskas catmask shape as a synonym for love to represent the unique and individual love that cat owners have for their cats by displaying quirky cat stories that put a smile on the face of all cat owners.