Approved by the toughest critics
Services
Art Direction
Client
Hill's Pet Nutrition EMEA
Location
Prague, Czech Republic
Year
2024
Credits
Agency: VML Prague
Creative Director: Julia Dovlatova
Art Director: Marina Frederico de Oliveira, Olga Ricart Torreño
Copywriter: Karla Calheiros, Melissa Carsson
Production: Stinkfilms.com
Director: Ruy Okamura
Photographer: Matush Toth
Info
Hill's needed to drive trial of their new cat mousses range, highlighting form and flavour variety. Cat preference is the #1 purchase driver for cat parents, so the product had to win over the real decision makers: the cats.
INSIGHT & STRATEGY
Cats are notorious for rejecting food. Impossible to impress, quick to turn their nose up. That reputation became the perfect proof point.
Creative Idea
The campaign featured cats as reviewers: profile picture, star rating and a written review. Always 4.5 stars, never a full 5. The missing half-star? Never about the food. "Minus half a star for the pink bowl. Humiliating."
