Hundreds of cats are clawing across DREAMIES billboards in London, showing the lengths cats will go to get their paws on the irresistible treats. The adam&eveDDB idea for the Mars cat treats features 3D moggie-models scaling buildings to reach the giant DREAMIES packs on special build Ad Attack posters on London streets such as Kingsland Road and Shoreditch’s Quaker Street. The cats are taking over the locations by climbing drainpipes, stalking rooftops and hanging off billboards. The hand-painted fibreglass felines were created using 3D renders based on poses of real cats looking for DREAMIES treats.

The campaign was created by adam&eveDDB London with media partners, Essence Mediacom; Jack Agency/Build Hollywood; Blow Up Outdoor/PKS Media Solutions; and Group M OOH, with PR by Cirkle.

The OOH activity is supported by a social and influencer campaign, featuring key MARS brand ambassadors, Chris Hall and Benedict Townsend. 

Hala Sinno, DREAMIES European brand director, MARS, stated “We’re thrilled to introduce this exciting new campaign for DREAMIES Treats, inspired by the simple truth that cats will do anything for our irresistibly tasty treats. 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.”

Ant Nelson and Mike Sutherland, chief creative officers at adam&eveDDB London, added, “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.”