Alpinaweiß Katze goes digital - ein Werbeklassiker erfindet sich neu.
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
A cult figure since 1995, it became a digital sensation in 2024. The alpine white cat, known from legendary TV commercials, celebrated its big comeback and conquered the modern media landscape. From advertising classic to digital pioneer: the cat made the switch to where people are today - on social media, display and VOD. The legendary cat moment, in which it paints the wall white as it passes by, meets target group relevance. With viral cat content that perfectly captures the social climate, she is not only back, but omnipresent. An icon, redefined. A brand, newly experienced.
The Jury‘s Statement
Alpina, one of the most renowned interior paint brands in Germany, has impressively demonstrated how tradition and modernity can harmoniously merge with the digital revival of its iconic “Alpinaweiß Katze” (Alpinaweiß Cat). Through the skillful use of cutting-edge CGI technology and a targeted social media strategy, the cat was reimagined and stylishly showcased across digital channels. The project excels with its clear audience engagement and exceptionally precise brand communication, blending nostalgia with a forward-looking approach. A remarkable example of strategic brand work.
