Cats will go to extreme lengths for Dreamies treats. This notion is brought to life in a new ‘Ad Attack’ campaign from Adam&EveDDB that sees a special build out of home campaign being flocked to be a host of 3D cats.
On London streets, including Kingsland Road and Shoreditch's Quaker Street, Dreamies billboards have been surrounded by cats. The 3D cat models are scaling buildings and climbing scaffolding to get closer to a giant pack of Dreamies on the poster.

The special build out of home features hand-painted fibreglass felines created using 3D renders. The models are based on poses of real cats looking for Dreamies treats. The cats are taking over the out of home locations, positioned next to posters of Dreamies on drain pipes, rooftops and walls.

“Cats can be cool, calm and collected, but place a pack of Dreamies treats near them and it’s a completely different story. These special builds show the cunning and creative lengths our feline friends will go to in a bid to get their paws on the product,” say Ant Nelson and Mike Sutherland, Chief Creative Officers at Adam&EveDDB London.

This campaign has been created by Adam&EveDDB London, with media partners Essence Mediacom, Jack Agency/Build Hollywood, Blow Up Outdoor/PKS Media Solutions and Group M OOH. Consumer PR has been handled by Cirkle. 

Alongside the special build out of home, the campaign is supported by a wider social and influencer campaign featuring key MARS brand ambassadors including Chris Hall and Benedict Townsend. The campaign aims to bring to life the way that Dreamies are irresistible to cats, solidifying the treat as the first choice reward for cats.

The unmissable installations capture the imaginations of passersby. With the power of craft the campaign appeals to cat lovers and brings to life the irresistible nature of Dreamies.