Alpinaweiß Katze goes digital - ein Werbeklassiker erfindet sich neu.
Winner
Excellence in Brand Strategy and Creation
Brand Revival of the Year
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
The brand Alpinaweiß has achieved an impressive reboot with its iconic cat. By utilizing modern CGI technology, the advertising classic from the 90s was brought into the digital age. With channel-optimized content and a target group-specific approach, the cat was successfully repositioned in social media and digital formats. This project stands out through its strategic clarity, creative execution, and the ability to present something familiar in a completely new digital light with precision.
