Friskies cat food campaign

Friskies cat food campaign (packaging redesign)

Concept:

Purina owns some of the most popular pet food brands, including Friskies. Campaignbuilds on the concept and redesign of four packagings by colleague Melani Čop.Friskies products have different purposes, such as strengthening teeth, hair, eyes, food for obese cats, etc.. Campaignconsists of 4 cat illustrations before and after using Friskies food. The colors of the cats are coordinated with the colors of thepackaging in order to strengthen recognition and connection. All colors are exclusively taken from the packaging color system. The illustrations are an extension of those on the packaging, and they suggest the character and mood of the cat. By studyingand researching cats, relationship between cats and their owners, as well as the owners themselves, I came up with the concept thatexpresses the cat's mood and personality. Every owner likes to characterize his cat, to create a certain persona,frequent changes in mood and behavior of cats are very well known to everyone. In different media, from televisionto Facebook, Instagram, YouTube, etc., there are various forms of content that show catsbehavior, characteristics, incidents. The second part of the idea is the comparison, Before and After Friskies food.

I think visual comparison of changes and results, is a very good form of attracting attention and motivation, especially if it goes to the positive direction. In order to enhance the personalized illustrations of cats, I used the comparison similar to how people use it today in different media forms. Posts before and after hairdressing, make-up, styling, operations, events, weight loss, etc..

Each cat has a sentence about its experience and thoughts. Through communication with others cats, they communicate with their owners and other people as well. The campaign combines several different segments that connect forms of expression and cats themselves through the shapes of today's human expression in humorous way.