Cats Flock to Dreamies: An Out-of-Home Campaign That Captivates

The latest out-of-home (OOH) campaign from Adam&EveDDB showcases the irresistible appeal of Dreamies cat treats in a visually striking and engaging way. This special build OOH campaign, featuring 3D cat models scaling buildings, has taken over key locations in London, grabbing the attention of passersby and feline enthusiasts alike.

A Unique Approach to Outdoor Advertising

Adam&EveDDB has brought to life the notion that cats will go to extreme lengths for Dreamies treats. The ‘Ad Attack’ campaign utilizes innovative outdoor advertising by incorporating handcrafted 3D fibreglass cat models positioned around giant packs of Dreamies. These meticulously crafted installations can be seen scaling rooftops, clinging to drainpipes, and perching on scaffolding—all in a determined effort to get closer to their beloved treats.

The choice of location further enhances the campaign’s visibility. Kingsland Road and Quaker Street in Shoreditch, both bustling areas known for their artistic and commercial significance, provide the perfect backdrop for this creative execution. The installations not only attract human passersby but also serve as a playful and engaging spectacle for cat lovers.

Bringing 3D Art to Life

The hand-painted fibreglass felines featured in the campaign are based on real-life cat behaviors. The 3D renders were meticulously designed to capture the essence of a cat’s obsession with Dreamies, making the campaign both relatable and visually appealing. By placing these models in unexpected urban settings, the campaign transforms everyday city landscapes into interactive storytelling spaces.

Ant Nelson and Mike Sutherland, Chief Creative Officers at Adam&EveDDB London, perfectly sum up the campaign’s intent:

“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.”

Collaborations and Media Partnerships

The execution of this high-impact OOH campaign was made possible through key collaborations. Adam&EveDDB partnered with Essence Mediacom, Jack Agency/Build Hollywood, Blow Up Outdoor/PKS Media Solutions, and Group M OOH to ensure widespread visibility and maximum impact. Meanwhile, consumer PR was handled by Cirkle, further amplifying the campaign’s reach through media channels and press coverage.

Expanding the Campaign: Social Media & Influencers

Beyond physical installations, the campaign extends into the digital and social media sphere. Dreamies has enlisted notable brand ambassadors, including Chris Hall and Benedict Townsend, to drive engagement across social platforms. This integrated marketing strategy ensures that the campaign resonates with both offline and online audiences, reinforcing the message that Dreamies are truly irresistible to cats.

The Impact of the Dreamies OOH Campaign

The unmissable installations have not only turned heads but have also sparked conversations. By blending craftsmanship with humor and consumer insight, Dreamies has successfully created an advertising experience that goes beyond traditional billboard messaging. The campaign captures the imagination of pedestrians, cat lovers, and advertising professionals alike, proving that outdoor advertising can be both creative and impactful.

As the world of advertising continues to evolve, Dreamies and Adam&EveDDB have set a new standard for interactive and experiential OOH campaigns. With this bold execution, Dreamies reinforces its position as the ultimate treat for cats—one that they will go to any length to get their paws on.

Final Thoughts

By seamlessly blending art, humor, and brand messaging, the Dreamies OOH campaign demonstrates the power of creative advertising. It’s a perfect example of how billboard advertising can be transformed into an interactive experience, leaving a lasting impression on consumers. Whether it’s a cat lover passing by or a marketer taking notes, this campaign is a testament to the effectiveness of bold and innovative outdoor advertising.