Australia is the only country in the world with a declining cat population. Reversing this trend could boost annual sales for Whiskas by up to $13 million. So we launched an integrated campaign that focuses on the joys of kitten ownership. Martin Place became Kitten Place for a day. Our website aggregated the largest database of kittens available in Australia. Digital banners connected people with nearby kittens. It was the biggest kitten adoption campaign ever, a win-win for future cat food sales, retailers and the brand.