Whiskas "MIA - Feed Curiosity"

Meet MIA. The first personal assistant inspired by cats' curiosity. While advanced technology has given us personal assistants that have all the answers, MIA only offers questions. All to encourage the curiosity of the only sort of humans that still have a knack for it: kittens. We mean, kids. Curious? Just press play.

While technology has advanced to bring us personal assistants that have all the answers, WHISKAS® has done just the opposite, and introduces MIA – the first personal assistant inspired by cats’ curiosity.

Powered by artificial intelligence, MIA the cat doesn’t give you answers. Instead, she asks questions that nurture the curiosity of humans – kids in particular, who are, by nature, as eager to explore the world as their feline friends.

MIA reinforces WHISKAS®’ global stance, “Feed Curiosity,” and underscores the brand’s commitment to strengthening the bond between pets and their owners and caretakers through this unique characteristic shared by human beings and cats: curiosity.

“WHISKAS® is the leading brand on the market, and it understands cats the best. The ‘Feed Curiosity’ concept is about inspiring people to encourage their cats’ curiosity. The brand’s stance is suggesting that cat caretakers give them quality nutrition and a good quality of life, respecting and cultivating the natural curiosity that makes them so special, interesting, and free,” says Roberto Valdrighi, Marketing Director for WHISKAS® in Brazil. “The aim is to strengthen the bond between cats and humans by way of this unique trait, which is shared by both humans and cats: curiosity.”

MIA works using a motion sensor. When she senses that humans are nearby, the kitty assistant will start a conversation, asking questions about a whole variety of topics that kids will find interesting and offering multiple-choice answers. MIA is 3D printed and comes in WHISKAS® colors: white and purple. A few units have been released so far, all sent to WHISKAS® partners and friends of the brand for experimental use. The project was developed by AlmapBBDO.

Advertising Agency: AlmapBBDO, São Paulo, Brazil

CCO: Luiz Sanches
Executive Creative Directors: André Gola, Bruno Prosperi, Keka Morelle, Marcelo Nogueira, Pernil
Creatives: Hugo Luquetti, Lucas Menegotto, Mauro Maedo, Pedro Rosadas, Tieri Wince
Rtvc: Vera Jacinto, Diego Villas Bôas, Aline Silva
Tech Production: Biz&Sys
Image Production: Cine
Director: Cris Vida
Assistant Directors : Luciano Arturo, Toni Diniz
Dp: Alex Vecchi
Executive Producers: Raul Doria, Deo Borba
Production: Equipe Cine
Production Manager: Jair Costa
Postproduction Company: Cine X
Editor: João Branco
Postproduction: Equipe CINE X
Color Grading: Bleach
Audio Production: Satelite Audio
Music Production and Sound Design: Equipe Satélite
Mixing: Equipe Satélite
Musical Direction: Kito Siqueira and Roberto Coelho
Liaisons: Renata Costa and Nicole Bonnet
Digital Production: Rodrigo Falcão, Marcos Falcão, Priscila Garcia, Sabrina Ramiles
Art Buyer: Teresa Setti, Ana Cecilia da Costa
Content Director: Chris Mello
Community Manager: Beatriz Jannini, Guilherme Salgado, Mariana Dutra