Cat-treat billboards in London are crawling with hungry felines

Cats will do anything for Dreamies cat treats—even scale giant billboards. Upon closer inspection, the felines in this delightful outdoor campaign from adam&eveDDB are actually made of fiberglass. But they are lifelike enough that the police may be already be fielding calls in London, where a series of billboards went up that appear to be crawling with famished felines. The hand-painted sculptures were created using 3D renders based on poses of real cats looking for Dreamies treats. The installations show them climbing drainpipes, stalking rooftops and hanging off the billboards themselves. The campaign was created with media partners Essence Mediacom, Jack Agency/Build Hollywood, Blow Up Outdoor/PKS Media Solutions and Group M OOH. Consumer PR is handled by Cirkle. “Cats can be cool, calm and collected, but place a pack of Dreamies treats near them and it’s a completely different story,” said Ant Nelson and Mike Sutherland, chief creative officers at adam&eveDDB London. “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.” “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,” said Hala Sinno, European brand director for the Mars product. “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.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Cat-treat billboards in London are crawling with hungry felines

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