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Whiskas, the cat-food brand owned by Mars, has released a YouTube channel that educates prospective kitten owners in an entertaining way.

Abbott Mead Vickers BBDO created the campaign with College Humour, and collaborated with Google and MediaCom on the media. The videos, which are designed with mobile users in mind, are hosted on YouTube, Facebook, Whiskas’ website and the College Humour site. The videos are set in Kitten Kollege – exactly what it sounds like – and are divided into purely entertaining spots, videos explaining different breeds and those that answer common queries about kitten ownership.