Whiskas' 'Iris and Thula' retold how a cat opened up the world for an autistic girl

The campaign rests on the universal truth that natural, free-spirited curiosity is what makes cats special, so owners should nurture it with healthy food and proper care; the platform needed proof of why curiosity matters.

Recreate a true story — Thula, the cat whose curiosity drew an autistic girl into painting and speech — as the first film in the 'Curious Cat Chronicles' series.

AlmapBBDO Brazil developed 'Iris and Thula', directed by Claudio Borrelli of Killers, recreating the story of Thula and eight-year-old Iris Grace, an English girl diagnosed with severe autism spectrum disorder at age two, who through the relationship gained confidence, began communicating, took up new activities and revealed an extraordinary talent for painting. It launched first in Brazil, with rollouts in additional markets planned that year.

The film was the first work of the global 'Feed Their Curiosity' campaign, intended to open a series of 'Curious Cat Chronicles' based on real-life stories of curious cats. No viewership or sales figures were reported.

In May 2017, Whiskas launched the first work for its new global campaign 'Feed Their Curiosity': 'Iris and Thula', a film developed by AlmapBBDO in Brazil. The campaign is based on the universal truth that natural, free-spirited curiosity is what makes cats special — and that owners should nurture it with healthy food and proper care.

The film recreates the true story of Thula, a cat whose curiosity opened up the world for Iris Grace, an English girl diagnosed with a severe autism spectrum disorder at age two. Through her relationship with Thula, Iris gained new-found confidence, began communicating and taking part in new activities — including revealing an extraordinary talent for painting.

'Iris and Thula' was positioned as the first in an expected series of 'Curious Cat Chronicles' based on real-life stories of curious cats. Directed by Claudio Borrelli of Killers with post production by Casablanca, it launched initially in Brazil, with plans to roll out in additional markets later that year.

The story is verifiably real — a documented girl and cat — giving the platform's claim a proof point fiction cannot.

It dramatises the payoff of curiosity (a child opening up) rather than describing a product benefit.

Casting the cat as the active agent keeps the brand's premise — curiosity is what makes cats special — inside the story.

Launching the global platform's first work from Brazil showed the platform was built to travel across markets.

A platform built on an abstract trait (curiosity) earns belief when its proof is a documented true story, not a scripted demonstration.

The film launched in Brazil with additional markets planned for later in 2017, as the first of a planned chronicles series; the 'Feed Their Curiosity' platform itself continued in Whiskas' advertising. No viewership, awareness or sales results were reported.