Dreamies launches Ad Attack campaign as felines take over London

London, March 27, 2025 – Dreamies has unleashed a captivating OOH and social media campaign that has London buzzing with excitement. Aptly titled Ad Attack, the campaign brings the city’s billboards to life as cat gangs claw their way to giant packs of Dreamies treats, proving that no poster is safe from these fearless felines.

Key London hotspots, including Kingsland Road and Shoreditch’s Quaker Street, have become the epicenter of this furry phenomenon. Eye catching 3D moggies, meticulously hand painted and crafted from fibreglass, can be seen scaling drainpipes, lurking on rooftops, and dangling from billboards all in a daring quest for the ultimate reward: a pack of Dreamies.

Brought to life by adam&eveDDB London and brought to the streets with media partners Essence Mediacom, Jack Agency/Build Hollywood, Blow Up Outdoor/PKS Media Solutions, and Group M OOH, the campaign also taps into the power of social media with support from influencers and MARS brand ambassadors like Chris Hall and Benedict Townsend.

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.”  

CREDITS 

Client: MARS

Sponsor

Brand: Dreamies

Project/Campaign Name: Ad Attack  

Client names and Job Titles:  
Deborah Chapple – Temptations/Dreamies Global Brand Director  
Mariana Coronel – Care & Treats Business Unit Director 
Hala Sinno – Dreamies European Brand Director 
Hannah Screeton – Dreamies European Brand Manager  
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 

Creative:  
Zoe Nash – Creative 
Sali Horsey – Creative 
Ben Stilitz – Creative Director 
Colin Booth – Creative Director  
Ant Nelson – Chief Creative Officer  
Mike Sutherland – Chief Creative Officer  

Production:  
Olly Ravaux – Producer 

Planning: 
Nick Hirst – Executive Strategy Director (OMC) 
Roisin Mulroney – Planning Director 
Jack Gilbert – Senior Planner 
Lucy Wilson – Planner 

Chief Executive Officer:  
Miranda Hipwell

Account Management:  
Charlotte Cook – Managing Partner  
Loella Collier – Business Director and Account Management Development Director 
Alexandra Burchett – Account Director 
Natasha Custis – Account Manager  

Project Management:  
Charmaine Balay – Senior Project Manager 

Design:  Carl Warren 

Legal:  
Tom Campbell – Senior Legal Counsel  
Candice MacLeod – General Legal Counsel 

Media Agency and Site Production: 
Jack Agency/Build Hollywood 
Blow Up Outdoor/PKS Media Solutions 
Group M OOH (Active) – Sam O’Connell 
lya Safronov – Essence Mediacom, Europe Deployment Lead 
Eloise Huntingford – Essence Mediacom, Pet Nutrition Global Lead 
Claire Wright – Essence Mediacom, UK OOH Director 
Nicola Rust – Essence Mediacom, UK OOH Director 

Consumer PR: Cirkle 
Chloe Tamsin – Account manager 
Laura Bates – Associate Director 

Trade PR: Persuasion 

Social & Influencer Agency: Brainlabs 
Annalie Coia – Brainlabs – Director, Influencer Marketing 
Ally Francis – Brainlabs – Senior Manager, Influencer Marketing 
Bea Lofthouse – Brainlabs – Associate, Influencer Marketing 

Organic TikTok agency: Passionfruit 
Ben Steele – TikTok Strategist