In a whimsical yet compelling campaign, DREAMIES™, the beloved cat treats brand under the MARS Petcare umbrella, is on a mission to uncover a fascinating feline mystery: Do all cats truly adore DREAMIES™ treats? This intriguing quest, led by the creative minds at Adam&Eve/DDB, unfolds in a multi-channel extravaganza that challenges the very definition of being a cat.
At the heart of the campaign lies a tantalizing statistic: 95% of cats find DREAMIES™ treats irresistible. But what about the remaining 5%? Are they truly felines, or could they be something else entirely? To unravel this enigma, DREAMIES™ embarks on an audacious endeavor, targeting humans bearing the name “Cat” across the UK.
The centerpiece of the campaign is the world’s first ‘Humans Called Cat’ convention, a clever ruse that lures unsuspecting participants into a series of playful yet revealing experiments. Through a captivating 2-minute documentary-style film, viewers are treated to a behind-the-scenes glimpse of the convention, where humans named Cat undergo a battery of tests designed to gauge their affinity for DREAMIES™ treats.
From serving up DREAMIES™ as haute cuisine to exploring quirky cat-like behaviors, the convention serves as a whimsical laboratory where humans called Cat are put to the ultimate test. As the experiments unfold, the results are nothing short of astonishing: those in the 5% category, who fail to exhibit a fondness for DREAMIES™ treats, are unmasked as imposters—humans masquerading as cats.
Supported by an array of interactive DOOH displays, print ads, paid social content, digital activations, and radio spots, the campaign captivates audiences with its blend of humor, curiosity, and brand authenticity. With each media asset carefully crafted to engage cat parents and spark conversation, DREAMIES™ reinforces its position as the UK’s leading cat treat brand, celebrated for its irresistible appeal.
Kay Brown, European Brand Director at Mars, underscores the campaign’s focus on authenticity and humor, highlighting DREAMIES™’s unwavering commitment to delighting cat parents while showcasing its product superiority. Richard Brim, Chief Creative Officer at adam&eveDDB, reflects on the campaign’s playful premise and its clever exploration of the intersection between cats, humans, and irresistible treats.
With media planning and execution handled by EssenceMediacom, and creative direction overseen by adam&eveDDB, the campaign comes to life under the directorial prowess of James Rouse, with post-production magic by Untold Studios and sound design wizardry by Factory.
As the curtain rises on the ‘Humans Called Cat’ campaign, audiences are invited to join the whimsical adventure, where curiosity meets comedy and cats reign supreme. From the convention floor to the digital realm, DREAMIES™ invites cat lovers everywhere to ponder the age-old question: Are you truly a cat, or just a human named Cat?
