INSIGHT: 

Pet owners trust what they see on social media more than what brands say, and nothing proves pet safety better than a cat that's lived a long, healthy life.

IDEA: 

When rumors spread online that “Whiskas kills cats,” we didn’t argue back. We showed proof. Inspired by a wholesome senior advice trend, we created Whisker Wisdom, a portrait series of senior cats who have lived long, healthy lives with Whiskas.