Whiskas
We grow up learning to separate fairytales from reality. But online, that instinct disappears. In response to an internet rumor that “Whiskas kills cats,” internet misinformation was reframed as modern fairytales: Stories that spread because they’re dramatic, sticky, and emotional…not because they’re true. Reminding people that you already know how to spot a story. So why believe every story you hear online?
The Purrfect Ending. ™
Case Study
Alternate Reality Game
Inspired by the legendary ‘I Love Bees’ campaign for Halo 2, Whiskas launched a social-driven alternate reality game hidden across the internet. Clues scattered through posts, forums, and creator content led players down the rabbit hole, slowly revealing how the “Whiskas kills cats” rumor actually began.
Landing Page
After completing the full quest, players unlocked the final chapter: a dedicated Whiskas landing page. There, the full story behind the rumor was revealed and players were introduced to the campaign’s next experience.
Tabletop-Inspired Storytelling Game
At the end of the quest, players discovered a tabletop-inspired storytelling game inspired by Dungeons & Dragons. The game let players shape their own narrative, mirroring Whiskas’ mission to rewrite the story surrounding the brand.
