Whiskas and IMMINENT spotlight the creative side of felines

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Whiskas, the Mars Petcare-owned cat food brand, is driving awareness of cat homelessness and the benefits of adoption by creating limited-edition custom-made cat scratchers that celebrate felines and their creativity.

Creative side of felines

Devised and developed by product design hub IMMINENT, these bespoke cat scratchers have been created to not only serve a functional purpose for cat households but to double as stylish accessories, introducing the concept of “purrism”.

This new art movement highlights the techniques cats use while creating their – often unwanted –  art through tearing, folding, crumpling and, of course, scratching.

The artists will have specific canvasses on which to work, avoiding damage to anything else in the house.

The two designs are the work of Czech artist and designer Tereza Rosalie Kladošová and Romanian designer Alexandra Șipa.

There are 15 of each design, to raise money for cat shelters and to support adoptions in their respective home markets. Prague-based MCDJ Interior Design devised the innovative frames.

The campaign not only has some fun with felines, it is also designed to raise awareness about responsible pet ownership and promoting pet adoption.

Whiskas has long been highlighting the issue of cat homelessness and the cat scratchers is the first campaign developed locally to bring the message home.

The campaign is being trialled in Czechia and Romania with plans to roll it out further. The cat adoption issue is a large one in this region as people tend to adopt more dogs, so cat shelters are often overcrowded and overlooked by the public.

“With this new work, we have coined a new artistic movement and had some fun as we highlight serious topics like pet adoption and responsibility”, said Alexandra Nezhybová, Brand Manager Petcare, Whiskas, Mars.

“Purrism aims, in an entertaining way, to show that every cat is an artist who should have their home and space for moderated creation”.

IMMINENT designer Tereza R. Kladošová said of the choice of material, which needed to be both hardwearing and beautiful: “The main material used is sisal, which we worked with in the form of sisal rope.

“Additionally, we also used it in an unconventional way to create fringes, which are a significant part of the design. We further incorporated cotton ropes of various colours, polyester ropes, and carpet.

“The choice of materials went hand in hand with the overall frame design. During the designing process, we already knew what materials to work with.”-

Explaining the frame design duo Janský & Dunděra of MCDJ said: “As this is an artistic piece that needs to withstand cats’ scratching, metal pipes were an ideal material.

“However, creating such a 3D bent frame was quite challenging. In the end, the frame, although not visibly apparent, is made up of 12 welded pieces.”