Purina Launches First Ever Clever Cat-A-Thon Course

Purina Launches First Ever Clever Cat-A-Thon Course
SHARE
THIS



Nestlé Purina Petcare will launch Australia’s first-ever FELIX Clever Cat-a-thon, a large-scale obstacle adventure course in Sydney and Melbourne that will put humans and pet owners to the test by celebrating the clever and mischievous nature of cats.

As Australia’s cat fascination increases, the FELIX team designed the Clever Cat-a-thon with pet-lovers in mind to provide Aussies with a cat-eye perspective on the world for the first time, and put the theory to the test: are cats as clever as we think they are?

On the 16m x 9m cat-themed human obstacle course, Aussies will compete against each other in ‘cat-mode’. Combining both physical and mental skills, contestants will be challenged to race against the clock, navigating larger-than-life replicas of household items that cats encounter every day, including clawing across the window sill and moving life-size pet-food favourites, FELIX SENSATIONS Jellies.
Cat-a-thon_Felix_Course_FULL_19-04

Jackie Wilson, regional VP of marketing, Purina says the FELIX team has created a fun yet cunning contest for Australian cat-lovers that will bring the well-loved clever and mischievous personality of FELIX to life.

“At Purina, we know how much people love cats, they have permeated almost every aspect of pop-culture, from Grumpy Cat to TV shows, and cat cafes, which is why we have made the world’s first human Cat-a-thon, an obstacle course for pet-lovers centered around the cleverness of cats. This playful Clever Cat-a-thon will enable Aussies to truly understand their feline friends and the mischief they get up to when no one is home.”

FELIX is a well-loved brand around the world, having launched in Australia two and a half years ago. Most recently the brand expanded its offering to include ‘FELIX SENSATIONS Jellies’, a range of delicious meals prepared with tender meaty pieces in delicious and flavourful jelly pieces which look, smell and taste so good that cats find them irresistible.

Passionate pet owners looking for a fun challenge are invited to compete in this one- of-a-kind obstacle course. On Saturday 12th November, TV personality and Big Brother winner Tim Dormer will be on hand to encourage contestants, as well as attempt to navigate the obstacle course.

Clever Cats Get FELIX!

WHAT: FELIX Clever Cat-a-thon – giving Aussies a clever feline point of view
WHEN: SYDNEY – Saturday 12th & Sunday 13th November 2016 from 9am – 5pm / MELBOURNE – Saturday 26th November 2016 from 9am – 5pm
WHERE: SYDNEY – Overseas Passenger Terminal (OPT), Circular Quay / MELBOURNE – Queensbridge Square, Southbank, VIC
COST: Free to participate
REGISTRATION: Online and in-person on the day
AGES: 13+

CREDITS

Creative: Traffik Group (concept and execution)

Executive Creative Director: David Mardon

Creative Director: Adam Terrey

Digital Director: David Loughnan

Digital Producer: James Page
UX/Design & Front End Development: Erik Bernacchi Back- End Development/ Technical Lead: Iggy Sandejas Senior Account Manager: Olivia Sparks
Account Executive: Scott Templeman

PR: F4WARD Agency
PR Lead: Aisha Jefferson
Senior Account Executive: Elise Hendriksen

Latest News

Dentsu Aegis Network Chief Jerry Buhlmann To Step Down After Nine-Year Stint
  • Advertising
  • Marketing
  • Media

Dentsu Aegis Network Chief Jerry Buhlmann To Step Down After Nine-Year Stint

Agency conglomerate Dentsu Aegis Network (DAN) has announced that Jerry Buhlmann is stepping down as CEO after nine years in the role. Buhlmann joined Aegis Group plc in 1999, becoming CEO in 2010 and then boss of DAN in March 2013 after the acquisition of Aegis Group plc by Dentsu Inc. He will formally step […]

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying
  • Campaigns

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying

Rimmel London has partnered up with The CyberSmile Foundation to take a stand against Beauty Cyberbullying. Launched on Monday via a global campaign #IWillNotBeDeleted, fronted by Rita Ora and Cara Delevigne with a cast of other individuals who have been affected by this issue. In 2017, Rimmel London undertook a global research study to understand […]

Shining The Light On Classic Out Of Home For Impact And Engagement
  • Advertising
  • Media

Shining The Light On Classic Out Of Home For Impact And Engagement

Jeep Australia and Lumo Energy are among an increasing number of brands creating impact and driving greater audience engagement through the use of special builds and innovative lighting on classic out of home billboards. The two builds, developed and executed by oOh! include strategically placed lighting which appears to increase in luminance as the night gets darker, to capture the attention […]

Media i Awards 2018 Winners Announced
  • Media

Media i Awards 2018 Winners Announced

The Media i Awards, recognising media sales excellence, were announced last night at a sold-out awards ceremony in Sydney. Voted by peers, the Media i Awards acknowledge the important role media sales representatives play in the continual pursuit of media advertising excellence. Introduced in 2011, the Media i Awards are the only awards dedicated to […]

Ogilvy Australia Calls On Aspiring Agency Talent For Goliath 2019
  • Media

Ogilvy Australia Calls On Aspiring Agency Talent For Goliath 2019

Ogilvy Australia has opened applications for its annual integrated ‘Goliath’ program, calling on all talented individuals interested in applying for the sought-after positions. The 12-week paid program provides a unique opportunity to work within all elements of the agency, giving participants a completely immersive experience. This includes significant time spent within creative, digital, social and […]

GQ Men Of The Year: Todd Sampson Wins For Media, As Joel Edgerton Takes Top Gong
  • Marketing
  • Media

GQ Men Of The Year: Todd Sampson Wins For Media, As Joel Edgerton Takes Top Gong

GQ Australia has celebrated its 20th anniversary and the 12th annual GQ Men of the Year Awards at a black tie gala at The Star in Sydney last night. The GQ Men of the Year Awards presented by Audi recognise and honour extraordinary men and women who lead by example, striving for positive change, and achieving […]

by B&T Magazine

B&T Magazine
African Elephant and baby: Teaching in Masai Mara at Kenya.
  • Media

PayPal Giving Fund Launches In Australia

PayPal Australia has today announced the establishment of the PayPal Giving Fund Australia, a Public Ancillary Fund and charity registered with the Australian Charities & Non-Profits Commission (ACNC), to enable greater charitable giving across Australia. PayPal Giving Fund will help Australians support their favourite causes via secure online donations, and extends PayPal’s commitment to process […]