Curious Destinations - Whiskas | Clapboard Ad Archive

Curious Destinations is a 2019 integrated campaign from Whiskas created by BBDO Moscow that reimagines the domestic environment as a vibrant playground for feline curiosity, aligning the natural exploratory instincts of cats with human desires for travel and discovery. This campaign operates within the FMCG category and leverages an inventive dual-media strategy comprising an interactive digital map and a narrative video, both designed to immerse cat owners in a whimsical reinterpretation of everyday household spaces through the eyes of their pets. The digital asset, hosted on CatDay.ru, features an imaginative map that transforms common apartment locations into fanciful destinations such as Wardroberest, Armchairburg, and Sleepdinia, inviting users to engage playfully with their pets’ world and fostering a deeper emotional connection between cat and owner. This approach symbolically communicates Whiskas’ role in nurturing and supporting the innate curiosity of cats, positioning the brand as a facilitator of adventure within the safe confines of home. The accompanying video amplifies this narrative by portraying a cat’s spirited exploration, reinforcing the campaign’s central message that curiosity transcends physical boundaries and everyday environments. The campaign’s use of metaphor and exaggerated visuals fits neatly within Clapboard’s FORMAT#9—Symbolize the Benefit—by visually translating the benefit of Whiskas products into a colorful fairytale world that elevates the domestic space into a site of continual discovery. Curious Destinations also includes an experiential call to action, encouraging cat owners to participate in the journey of exploration for a chance to win a travel experience, thus bridging the joy of discovery in both feline and human contexts. This campaign earns 63/100 in Clapboard’s global creative archive. Curious Destinations matters to the industry because it demonstrates how FMCG brands can deepen consumer engagement by merging product attributes with culturally resonant storytelling and interactive digital innovation that reframe everyday experiences in unexpected, emotionally compelling ways.