Kitekat is one of the biggest petcare brands of the concern Masterfoods. Die argonauten have lead-function for the development of the European brand website covering currently Germany, UK, France and Italy. Further roll-outs are planned. The brand character is a free spirited, smart and open minded cat, who looks for unconventional approaches and is always hero of the situation. The executional concept is based onto the following idea: scientists have discovered a so far unknown cat species - Cattus Kitekattus - whose behaviour distinguishes from the traditional house cat - Cattus Domesticus. Feeding Kitekat gives a cat the desirable traits of the Cattus Kitekattus species. entering the URL kitekat.com starts an exciting intro-scene: a dangerous looking, big bulldog is hunting a frightened, chickenhearted cat - entitled as Cattus Domesticus. Both disappear off-screen. Then you see the dog fleeing timidly from a strong and smart cat - this is Cattus Kitekattus. He chases the dog, obviously with great pleasure. The intro background fades into the website background: the garden, where all website activities take place. The humorous approach of the brand is reflected in all areas: content, design and navigation. Shrewd texts about history, behaviour and attitude of Cattus Kitekattus make you smile. The animated design proves - this new cat species is alive: he walks over the screen, scratches the navigation and twinkles self-confidently. A unique, eye-catching navigation has been created: the user doesn't navigate via buttons but via objects in the garden. Clicking for example on a globe leads the user to the section 'tails to tell' with amazing reports of Cattus Kitekattus from all around the world. The killer application - really fun - is the game 'different strokes', that visualises the differences between Cattus Kitekattus and Cattus Domesticus by impressive animations. Another interesting interactive features is the online test to find out 'is your cat a Cattus Kitekattus?' Visit www.kitekat.com to discover the world of Cattus Kitekattus yourself! You'll love this cat for sure!