An unconventional beauty contest celebrating cats’ true well-being
THE PURRFECT DROP
A project by Natalia Ruberto, Caterina Carlotta Croci, Francesca Tangari, Eleonora Petiti, Marianna Questa
Academic year
2025-2026
“The Purrfect Drop” was created to address a perception challenge faced by Whiskas, a brand often unfairly associated with low-quality nutrition. In a market where pet parents are increasingly focused on animal health, the project shifts the focus from outward appearance to the most authentic indicator of a cat’s well-being: digestion.
Through a provocative and ironic idea, the campaign turns an everyday ritual, often considered taboo, into a beauty contest that rewards “inner beauty”. Owners can submit their cats’ results to be evaluated by nutritional experts, while the winner becomes the new Whiskas testimonial. The project unfolds through digital content, a dedicated “Purr-cast” on nutrition, and an online “Walk of Poop”, conceived as an educational and participatory archive.
The project was selected among the 2026 Finalists of the Young Ones Student Awards, an international competition organized by The One Club for Creativity in New York and dedicated to emerging talents in advertising, design, and creative communication. The students travelled to New York City to receive the award during the official ceremony held on May 11, 2026.
Project from the courses of
