Cats are going wild in the UK for Dreamies. They climbed all over billboards and now they’re clinging to a speeding Dreamies-branded truck. The campaign and its CGI cats are the brainchild of adam&eveDDB, in a global campaign, Cats Will Do Anything, that has fun dreaming up creative, cunning and extreme lengths cats will go to in order to get their paws on the irresistible treats.
The 20-second spot, directed by Aircastle and produced by Smuggler, opens on a CGI cat determinedly clinging to the side of a speeding truck. But the dare-devil cat isn’t alone – it’s accompanied by a clowder of feline friends attacking the Dreamies-branded vehicle. The film’s drama is underscored by King Salami’s Titch.
The CGI cats starring in the spot are created by Untold Studios, with multiple variations replete with unique grooms, patterning and markings.
The campaign is launching across multiple European markets, including the UK, Poland, Spain, France, Italy and Germany, before rolling out globally later in the year. The launch will span TV, online video, OOH and social, created by adam&eveDDB in collaboration with Essence Mediacom, The&Partnership, Automated Creative and Mars United Commerce.
Deborah Chapple, Dreamies global brand director, commented, “Our Dreamies Treats campaign kicks off with a daring new spot featuring fearless felines, led by Sunny, Tony & Titch, showcasing the hilarious antics cats pull to enjoy our irresistible treats.”
Ben Stilitz and Colin Booth, creative directors, adam&eveDDB, commented, “As any cat owner can attest, cats will do anything to get their paws on Dreamies treats. Our new spot dramatises this simple truth in ludicrously epic and action-packed style.”
Credits:
Client: MARS [Dreamies]
Global Chief Growth Officer: Natalia Ball
Chief Growth Officer, Mars Pet Nutrition Europe: Melodie Nye
Temptations/Dreamies Global Brand Director: Deborah Chapple
Care & Treats Business Unit Director: Mariana Coronel
Dreamies European Brand Director: Hala Sinno
Dreamies European Brand Manager: Hannah Screeton
Dreamies Global Brand Manager: Victoria Shimwell
Senior Corporate Affairs Manager (UK): Laura Vallance
Senior Manager, Public Affairs and External Communications (Regional): Finley Morris
Creative Agency: adam&eveDDB London
Chief Creative Officer: Ant Nelson
Chief Creative Officers: Mike Sutherland & Richard Brim
Creative Directors: Ben Stilitz & Colin Booth
Creatives: William Cottam & James Crosby
Producer: Mary Fostiropoulos
Executive Strategy Director (OMC): Nick Hirst
Planning Director: Roisin Mulroney
Senior Planner:Jack Gilbert
Planner: Lucy Wilson
Chief Executive Officer: Miranda Hipwell
Managing Partner: Charlotte Cook
Business Director and Account Management Development Director: Loella Collier
Account Director: Alexandra Burchett
Account Managers: Lizzie Coombs & Natasha Custis
Account Executive: Chris Alldridge
Senior Project Managers: Charmaine Balay & Becky Faloju
Legal: Tom Campbell & Candice Macleod
Business Affairs: Layla Husted
Design: Oliver Watts
Production Company: SMUGGLER
Director: Aircastle
Managing Director: Fergus Brown
Managing Director & Executive Producer: Lucy Kelly
Producer: Gustav Geldenhuys
DOP: Joe Douglas
Service Production Company: Migrate Films
Producer: Libbi Ball
Production Manager: Nikki Geater
Editing: Marshall Street Editors
Editor: Matt Pochettino
Assistant Editor: Josh Sampson
Producer: Faye Butler
Executive Producer: SJ O’Mara
VFX: Untold Studios
COO: Neil Davies
Creative Director: Jon Wood
VFX Supervisor: Christian Baker-Steele
Executive Producer: Ian Berry
Producer: Becky Roberts
Co-ordinator: Millie Sharratt
CG Supervisor: Maria Carriedo
Lead Animator: Aimee Westley
Colourist: Florian Metzner
Music Supervision: Tom Stanford & Alfie Franks @ Theodore
Audio Post-production: Sam Ashwell & Matt Valentine @ 750mph
Media Agency: Essence Mediacom
