Godzilla beware! There are giant cats on the loose. In honor of Respect Your Cat Day, Mars Inc.’s cat treat brand Dreamies has unleashed an eye-popping new outdoor campaign that’s got Londoners doing a double take—and probably clutching their kibble.
The campaign, aptly titled “Ad Attack,” features giant hand-painted cat fiberglass sculptures scaling multi-story billboards across the city. No, you’re not hallucinating. These oversized kitties are mid-climb, claws out, in hot pursuit of those delicious Dreamies treats. The attention to detail is uncanny—whiskers twitching, tails flicking, hunger undeniable. “Cats don’t just ask for Dreamies—they attack for them,” the campaign seems to purr. Look below:
Created by adam&eveDDB, the campaign is a mischievous (and refreshingly analog) reminder of just how far cats will go for a snack. And after the Temptations stunt featuring AI-generated cats dressed as dogs, this all-too-real execution takes the sibling rivalry to new heights—literally.
Hala Sinno, Dreamies European Brand Director, MARS said: “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, said: “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.”
Respect Your Cat Day or not, this larger-than-life stunt proves once again: when it comes to capturing attention, Dreamies knows how to land on its feet.
CREDITS:
BRAND: MARS
Deborah Chapple – Global Brand Director, TEMPTATIONS™ / DREAMIES™
Mariana Coronel – Care & Treats Business Unit Director
Hala Sinno – European Brand Director, DREAMIES™
Hannah Screeton – European Brand Manager, DREAMIES™
Laura Vallance – Senior Corporate Affairs Manager
Aoife O’Neill – UK Social Media & Influencer Marketing Manager
Emily Sanderson – UK, Ireland & Nordics Media Head
AGENCY: adam&eveDDB
- Zoe Nash – Creative
- Sali Horsey – Creative
- Ben Stilitz – Creative Director
- Colin Booth – Creative Director
- Ant Nelson – Chief Creative Officer
- Mike Sutherland – Chief Creative Officer
- Olly Ravaux – Producer
- Nick Hirst – Executive Strategy Director (OMC)
- Roisin Mulroney – Planning Directo
- Jack Gilbert – Senior Planner
- Lucy Wilson – Planner
- Miranda Hipwell – Chief Executive Officer
- Charlotte Cook – Managing Partner
- Loella Collier – Business Director & Account Management Development Director
- Alexandra Burchett – Account Director
- Natasha Custis – Account Manager
- Charmaine Balay – Senior Project Manager
- Carl Warren – Designer
- Tom Campbell – Senior Legal Counsel
- Candice MacLeod – General Legal Counse
- Jack Agency / Build Hollywood
- Blow Up Outdoor / PKS Media Solutions
- Group M OOH (Active) – Sam O’Connell
- Ilya Safronov – Europe Deployment Lead, EssenceMediacom
- Eloise Huntingford – Global Lead, Pet Nutrition, EssenceMediacom
- Claire Wright – UK OOH Director, EssenceMediacom
- Nicola Rust – UK OOH Director, EssenceMediacom
CONSUMER PR: Cirkle
- Chloe Tamsin – Account Manager
- Laura Bates – Associate Director
TRADE PR: Persuasion
SOCIAL & INFLUENCER Marketing
Brainlabs
- Annalie Coia – Director, Influencer Marketing
- Ally Francis – Senior Manager, Influencer Marketing
- Bea Lofthouse – Associate, Influencer Marketing
Passionfruit (TikTok – Organic)
Ben Steele – TikTok Strategist
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