Cats reign over the Internet: from memes to videos or video games, the online world abounds in cat-related content. People absolutely love them, and the numbers sure show that. In 2023 alone, TikTok videos accompanied by the hashtag #cat gathered 502 billion views. However, these majestic beings’ domination doesn’t stop online. They have taken our homes and, most recently, they have invaded some streets in London in what can be defined as one of the most adorable attacks ever.
Triggered by a series of posters showcasing packs of DREAMIES™ treats, cats gathered in clowders and took over the OOH panels exhibited across the city’s streets, including Kingsland Road and Shoreditch’s Quaker Street. However, as cute as this takeover may seem, the felines are not real animals, they are 3D models of cats and are part of the brand’s “Ad Attack” campaign, made with the help of adam&eveDDB agency.
According to the agency, 95% of cats find the delicious DREAMIES™ treats irresistible, a fact that became the foundation on which the campaign was built. The “Ad Attack” builds on this idea, positioning the treats as “the ultimate reward for cats in people’s minds.”
The members of this adorable army are 3D moggies depicted in lifelike scenarios in which cats naturally engage (especially when treats are involved). Portrayed climbing drainpipes, stalking rooftops, and hanging off billboards, the cat models were crafted from hand-painted fiberglass and were designed using 3D renders inspired by poses of real cats in search of the DREAMIES™ treats. The campaign is further amplified by a social and influencer campaign, featuring key MARS brand ambassadors including Chris Hall and Benedict Townsend.
CREDITS
Brand: MARS DREAMIES™
Agency: adam&eveDDB
