Cats have colonized the streets of London in an exterior advertising campaign of the candy brand for felines Dreamies. The firm aims to differentiate from the competition doing a striking use of advertising supports of the British capital and highlighting the irresistible character of its product for pets.
They have been designed with 3D printing technology and appear hooked on the surfaces
With the idea of the creative agency Adam & EVEDDB London, under the title “Ad Attack”the Mars brand has placed some hyperrealist models of cats on advertising fences on Kingsland Road and Quaker Street streets. These models have been designed with 3D printing technology and appear hooked on surfaces such as gutters, scaffolding and even roofs, while trying to reach the Dreamies product, represented on a large white surface.
To maximize the scope of “AD Attack”, the brand selected some of the busiest streets in the city, in spaces where the models allowed greater integration with the elements of the facade.
“The campaign is inspired by the simple fact that cats would do anything for our irresistible and delicious treats.”explains Hala Sinno, Dreamies brand director in Mars at European level. According to the company, 95% of felines find their rewards irresistible, and is the attraction they have sought to move with this creativity.
To achieve maximum realism in the figures, they have been taken as a reference Royal cats of catsfrom which the sculptures were modeled and painted one by hand. “Cats can be calm and serene, but if you put a package of Dreamies candy nearby, the story completely changes”Add Ant Nelson and Mike Sutherland, creative directors of Adam & Eveddb London. “These special creations demonstrate the cunning and creativity that our feline friends are able to achieve to get the product.”
As explained from the brand, the campaign has also sought to celebrate what makes cats special, with the aim of Emotionally connect with consumers. “We wanted to highlight their intelligence, perseverance, agility and cunning, features that remind us of how much more fun life is with them”Hala Sinno, brand director has commented.
The campaign has planning ESSENCE MEDICOMand plans to social networks activations by Mars’s ambassadors, Chris Hall and Benedict Towsend, who have already worked on other occasions for Dreamies from their own Instagram and Tiktok profiles. In this way, the brand seeks to connect the scope of exterior advertising with the digital community that follows these content creators.
“Ad Attack” has also had the participation of the creative agency Jack Agency/Build Hollywood, as well as the outdoor support of Blow Updoor/PKS Media Solutions and Groupm OOH.
