Clemenger BBDO Sydney has created a series of innovative ‘Cat Hacks’ for WHISKAS to encourage cat-lovers to make feline-friendly furniture.

Taken from the popular concept of life hacking and furniture hacking, where consumers convert or adapt existing furniture into something else, Cat Hacks are furniture made with kittens and cats in mind.

The 15-second turorials show would-be DIY experts how to easily build furniture such as cat cubbys, kitty home entertainment system, or coffee table cat hammocks.

The six hero Cat Hacks will be posted on WHISKAS social media (Facebook, Instagram, YouTube) and amplified with paid digital, social engagement and earned media.

Paul Nagy, executive creative director at Clemenger BBDO Sydney, said, “Cats are really curious. Life hacks, also, are really curious. We allen-keyed one into the other and created some neat little cat hacks for the cat-loving community.”

WHISKAS will soon donate the adapted furniture to cat rescues via PetRescue, a pet adoption charity supported by Mars Petcare. TV vet Dr Katrina Warren has been enlisted to provide expert comment on how Cat Hacks support the health and behaviour of cats.

Dr Katrina Warren said, “Cats and kittens need a stimulating environment that satisfies their curious nature. Furniture that is interesting for felines to explore can really help the health and behaviour of cats and kittens.”

Research shows that indoor cats maintain their natural behaviours and often scratch, chew and climb their surroundings. If cats, who are curious by nature, are deprived of an appropriate indoor environment then they may develop health and behaviour problems. 

Called ‘environmental enrichment’, simple additions such as feline-friendly furniture, can help satisfy their curious nature and improve cat wellbeing.

Steph Grove, WHISKAS brand manager, said, “We wanted to focus on the curious nature of cats and Clemenger came back with this great concept of WHISKAS Cat Hacks. It’s the first time this has been done specifically for the cat community.”

The WHISKAS Cat Hack range includes:

Cat Hack 1: The Hammock

Learn how minimalist design meets maximum feline comfort in a few really easy steps. This design means you can admire your cat’s beauty for even longer. Framed like a little piece  of art under your glass-top table as she purrs in a little table-leg hammock.

Cat Hack 2: The Lookout

 Curious cats love high-up hideaways, so here’s a simple way to turn your bookcase into a stairway to heaven. This design allows your cat to climb to a little cubby house at the top of your wall-mounted library or display cabinet – from where they can look down on you as the subordinate you are.

Cat Hack 3: The Home Entertainment System

Curious cats will discover human furniture is never as fun as the box it comes in. Is it a car? Is it a cave? Is it a safe space with only one way in and out? Yes, it’s all that and more. Give your furry friend the gift of the thing good gifts come in: an open cardboard box.

Cat Hack 4: The Clock Feeder

Turn your everyday wall clock into a sophisticated meal distribution system for your four-legged friend. This time–dependent food dispenser uses the mechanics of a clock to keep your cat fed during the day – while you’re toiling at work.

Cat Hack 5: The Exercise Wheel

Transform two household items into a nifty spinning device so your four-legged friend can stretch their legs.  This Hack is for weight-conscious, highrise pussy cats that can’t get out for their workout.

Cat Hack 6: The Scratch Frame

Follow these easy steps if your cat need a new canvas to perfect the art of scratch-post modernism. Watch as your cat redefines art appreciation (and saves your sofa).

Credits

Executive Creative Director: Paul Nagy

Creative Director: Luke Hawkins

Creative Director: Ben Smith

Writer: Simon Gibson

Art Director: Dan White

Senior Designer: Daniel Mortensen
Designer: Claire Sutton

Head of Planning: Kit Lansdell

Group Account Director: Maddie Marsh

Senior Account Director: Lena Dawson

Senior Account Manager: George Robertson

Planner – Social Specialist: Toby Clark

Head of Integrated Production: Denise McKeon

Production Company: Revolver/Will O’Rourke

Director: The Glue Society’s Paul Bruty

Managing Director/EP: Michael Ritchie

EP/Head of Projects: Josh Mullens

Producer: Jasmin Helliar & Phoebe Marks

DOP: Rob Marsh

Production Designer: Silvana Azzi Heras

Post Production Company: The Glue Society Studios

Editor: The Glue Society’s Luke Crethar

Colourist: Fergus Hally

Online Operator: Viv Baker

Post Producer: Scott Stirling
Marketing Director: Ben Culligan

Marketing Manager: Natalie McWilliam
Brand Manager: Steph Grove
Media Agency: MediaCom + Starcom
PR: Palin Communications