Key Takeaways:
- DREAMIES' new campaign features 3D cat sculptures climbing billboards across London.
- The campaign was created by adam&eveDDB London and supported by multiple media partners to maximize impact.
- The initiative extends beyond OOH with a strong social media presence, featuring Mars brand ambassadors and influencers to connect with cat enthusiasts online.
Irresistibly crunchy cat treat brand DREAMIES has launched an eye-catching new OOH campaign that takes feline obsession to new heights — literally.
Dubbed 'Ad Attack,' the new effort features 3D installations of cats clawing, climbing, and pouncing their way toward oversized DREAMIES treat packs displayed on billboards across London.
Developed by the creative agency adam&eveDDB London, the campaign transforms locations like Kingsland Road and Shoreditch's Quaker Street into playgrounds for fuzzy friends.
The initiative was further supported by media partners EssenceMediacom, Jack Agency/Build Hollywood, Blow Up Outdoor/PKS Media Solutions, and Group M OOH, with consumer PR managed by Cirkle.
In a statement, DREAMIES European Brand Director at Mars, Hala Sinno, highlighted the campaign's playful energy.
"Our goal is to celebrate what makes cats so special — highlighting their intelligence, persistence, agility, and cunning — traits that remind us of just how much more fun life is with them around."
Chief Creative Officers at adam&eveDDB London, Ant Nelson and Mike Sutherland, chimed in to share how the special installations emphasize cats' loveable personalities.
Experiential marketing works best when it turns a brand's key selling point into something consumers can see, feel, or interact with.
With this effort, DREAMIES uses sculpture to entertain while reinforcing the product's appeal.
The Ultimate Cat Heist
"Ad Attack" goes beyond eye-catching billboards, creating an immersive experience that captures the true nature of cats.
Hand-painted fibreglass cats were designed using 3D renders inspired by real feline behaviors, bringing their relentless pursuit of DREAMIES treats to life in a larger-than-life way.
These hyperrealistic sculptures were placed in unexpected spots, from rooftops to drainpipes, reinforcing the message that no DREAMIES pack is safe.
Beyond OOH, the campaign is supported by a social media push featuring key Mars brand ambassadors, including Chris Hall and Benedict Townsend, as well as influencer-driven content to engage cat lovers online.
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Drawing on the same immersive sentiment, back in January, Pip & Nut had squirrels going nuts over its billboards.
Also jumping on the OOH trend, in February, IKEA Canada and Rethink got creative with late-night ads for a playful sleep marketing initiative.
