McVitie's "iKitten" by Grey London

Consumers can take a McVitie's kitten wherever they go, thanks to an augmented-reality app by Grey London.

The app lets users dress and play with a virtual kitten, and was created to support a new TV campaign from the brand. The spot, another from the "sweeet" campaign that is centred on cute animals emerging from McVitie’s packets, shows students bonding over Chocolate Digestives and kittens to the Axel F theme from Beverly Hills Cop. Darren Wright and Perry Nightingale were the creative director and executive creative technologist respectively.


Creative director
Executive creative technologist
Solutions principle
Director of analytics
Art director
Agency programme director
Agency project manager
Media agency
Media planner
Production company
Lead developer
Design director
Lead designer
Supporting designers
Music licensing