A deep dive into Kazakhstan’s runaway cat problem revealed both a disturbing reality and powerful insights into cat owners. We turned the consequences of a war-driven supply chain disruption into a powerful public service. Instead of explaining the missing cat with traditional ads, we made it the story: our iconic cat had “run away,” and we gave its place to real lost cats. Whiskas® loCATor is an integrated, real-time rescue ecosystem that connects Digital, Mobile, brand experience, DOOH, retail media, multiple partner venues, SMM, and PR around a bigger goal: saving lost pets. We created a tool that not only helps owners report a missing cat, but also makes it easy to find the owners of any domestic cat spotted on the street. With absolutely zero media budget, we sparked real buzz in the media, built the country’s largest cat-owner community, touched hearts, and brought consumers back.