THE APG CREATIVE PLANNING AWARDS 1999: Special Award - Most Innovative Use of Research/Sponsored by 2CV:Research

GOLD
Title: Whiskas
Agency: M&C Saatchi
Author: Amelia Hibbs
Creative Director: Simon Dicketts
Art Directors: Carlos Anuncibay, Max Landrik
Copywriter: Tim Harris
Client: Pedigree
Product: Whiskas

GOLD

Title: Whiskas

Agency: M&C Saatchi

Author: Amelia Hibbs

Creative Director: Simon Dicketts

Art Directors: Carlos Anuncibay, Max Landrik

Copywriter: Tim Harris

Client: Pedigree

Product: Whiskas



The judges were particularly impressed with the way in which classic

research skills and determination were deployed in equal measures, in

this case to turn an apparently crazy idea into reality.



The creative idea of doing an ad for cats (rather than the

owner-intermediaries) seemed impossible to pull off. But planning helped

creative make it a reality by working with cat psychologists to

understand how cats see and what stimulus they respond to. This learning

is clearly visible in the fresh and interesting creative.



Planning also used this understanding to design a pretest among cats and

identify the opportunity to make a cheeky follow-up ad on cats’

appreciation of the original creative, which helped justify it to the

regulatory bodies.



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