Curious cats inspired Whiskas' AI assistant for kids

Agency Almap BBDO has devised MIA

Published On
Jun 11, 2019

Editor's Pick

Cat food brand Whiskas has created its own digital assistant—but it's not for kitties, it's simply inspired by them.

Created via Almap BBDO, the MIA personal assistant is actually for kids, and the brand says it's based on feline curiosity. The device, designed in the shape of a cat, works using a motion sensor. When it senses that humans are nearby, the kitty assistant will start a conversation, asking questions about a whole variety of topics that kids will find interesting (some of them about cats) and offering multiple-choice answers. The device is 3D printed and comes in Whiskas' brand colors, white and purple.

Whiskas has only sent them thus far to "partners and friends of the brand" and has created a social video, seen here, "narrated" by a cat. We'd like to see the brand go further and design something that might help real cats "speak" to kids themselves.

Credits

Date
Jun 11, 2019
Client:
Whiskas
Agency:
ALMAP BBDO
Chief Creative Officer:
Luiz Sanches
Executive Creative Director:
Andre Gola
Executive Creative Director:
Bruno Prosperi
Executive Creative Director:
Keka Morelle
Executive Creative Director:
Marcelo Nogueira
Executive Creative Director:
Pernil
Creative:
Hugo Luquetti
Creative:
Lucas Menegotto
Creative:
Mauro Maedo
Creative:
Pedro Rosadas
Creative:
Tieri Wince
RTVC:
Vera Jacinto
RTVC:
Diego Villas Boas
RTVC:
Aline Silva
Tech Production :
Bizsys
Image Production:
Cine
Director:
Cris Vida
Assistant Director:
Luciano Arturo
Assistant Director:
Toni Diniz
Director of Photography:
Alex Vecchi
Executive Producer:
Raul Doria
Executive Producer:
Deo Borba
Production:
Equipe Cine
Production Manager:
Jair Costa
Post Production Company:
Cine X
Editor:
João Branco
Post Production:
Equipe Cine X
Color Grading:
Bleach
Audio Production:
Satélite Audio
Music Production and Sound Design:
Equipe Satélite
Mixing:
Equipe Satélite
Musical Direction:
Kito Siqueira
Musical Direction:
Roberto Coelho
Liaison:
Renata Costa
Liaison:
Nicole Bonnet
Digital Production:
Rodrigo Falcão
Digital Production:
Marcos Falcão
Digital Production:
Priscila Garcia
Digital Production:
Sabrina Ramiles
Art Buyer:
Teresa Setti
Art Buyer:
Ana Cecilia da Costa
Content Director:
Chris Mellon
Community Manager:
Beatriz Jannini
Community Manager:
Guilherme Salgado
Community Manager:
Mariana Dutra
Liaison:
Camilla Massari
Liaison:
Flavia Fusco
Liaison:
Renata Zuccarelli
Liaison:
Rafaela Braga
Planning:
Cintia Goncalves
Planning:
Joao Gabriel
Planning:
David Gross
Planning:
Julia Hodgkiss Prais
Media:
Daniel Ribeiro
Media:
Thabata Hidalgo
Media:
Marina Leitão
Client Approval:
Cecile Angrand
Client Approval:
Marina Sachs
Client Approval:
Daniel Calderoni
Client Approval:
Roberto Valdrighi

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