This Music Video from Whiskas Is Made Specifically for Your Feline Friends
Directed by Daniel Stankler, this music video for 'Purr More' is part of Whiskas’ campaign aimed to appeal directly to cats. The track, which is also the backing to a TVC, uses music that is scientifically proven by the Journal of Feline Medicine to reduce the stress levels of cats.
Produced by Strange Beast with agency AMV BBDO, the video sees dreamlike and abstract 2D animation loops, animated by Dan Stankler, Matt Partridge and Alon Sivan. The film takes on the point of view of a cat’s imagination, with mesmerising collages full of feline favourites such as fish, mice and balls of yarn for all cats to enjoy. Sequences were specifically designed with cats in mind and uses colours such as, lilac and blue which are colours proven to react well with cats.
Dan explains his approach to the project: “It was challenging as this wasn't a process I'd had any experience with before but I really enjoyed it, it encouraged experimentation and creativity.”
The scenes were stitched together in sync with the hypnotic song, composed by National Symphony cellist, David Teie. Teie says: “Cats listen to sounds at different frequencies to humans, so we’ve created a piece of music that appeals to their unique audio range”.
The Whiskas team at Mars Petcare also tested the new melody with cats with the majority reacting positively compared to classical music or nothing at all.
Featured Companies: AMV BBDO
Category: Home , Pet Supplies