ABOUT

Whiskas exists to make all cats purr more, but sadly many anxious cats end up in shelters. When they’re deemed too anxious to be adopted, they're put down. AMV BBDO created Whiskas Shelter Sounds, a unique playlist of branded music that uses composition techniques scientifically proven to calm anxious cats. Whiskas commissioned a musician to compose music that mimics comforting sounds cats recognise from being in the womb. This was turned into music that could be played to shelters and vets across the world, calming 25,000 cats a week and rehabilitating them so they could go on to loving homes.