ADVERTISING

DREAMIES™ Mars Petcare

Humans Called Cat

Agency: adam&eveDDB

Description

MARS-owned cat treats brand, DREAMIES™, is calling on humans called Cat to get involved in its latest campaign to demonstrate that no real cat can resist the pull of DREAMIES™ cat treats.

In light of research which claims that 95% of cats find DREAMIES™ treats irresistible, the new campaign created by Adam&Eve/DDB sets out to prove that any cat that doesn’t love DREAMIES™ treats, must not be a cat at all. In fact, the 5% of cats that don’t go crazy for DREAMIES™ treats, must be humans called Cat.

To substantiate this hypothesis, in a multi-channel campaign, the brand reached out to humans called Cat across the UK to determine whether or not they find DREAMIES™ treats irresistible.

Across social, Cats were invited to attend the world’s first ‘Humans Called Cat’ convention under the pretence that they’d be celebrating people with their namesake. In reality, these Cats became DREAMIES™ research subjects.

In a 2-minute documentary style film, we see a series of assessments carried out on attendees - from serving DREAMIES™ cat treats as Hors D'oeuvres to tickling them under the chin and checking whether they’ve ever defecated in their neighbour’s gardens - and reactions from human participants documented. Attendees appear to leave the convention confused or disturbed, and researchers determine the results to be conclusive - the 5% of cats that don’t like DREAMIES™ cat treats, aren’t cats at all, they’re humans.

The film is supported by targeted activity across interactive DOOH, print, paid social, digital, and radio. The integrated campaign will run in the UK from 11th April.

Kay Brown, European Brand Director at Mars, says: “This campaign centres on the product truth that cats can't resist DREAMIES™ treats, doing so with a humour that’s unique to this brand. The approach drives intrigue and amusement for cat parents, whilst also re-enforcing why DREAMIES™ is the UK’s No.1 selling cat treat brand – it’s irresistible!”

Richard Brim, Chief Creative Officer at adam&eveDDB adds: “Apparently 95% of cats love DREAMIES™, yet we were struggling to find one of the 5% that doesn’t. So we could only conclude that the 5% were actually humans called Cat. And we set out to prove it.”

The media was handled by EssenceMediacom. The film was directed by James Rouse through Biscuit Filmworks. Post-production by Untold Studios and sound design by Factory.

This professional campaign titled 'Humans Called Cat' was published in United Kingdom in April, 2024. It was created for the brands: DREAMIES™ and Mars Petcare, by ad agency: adam&eveDDB. This Integrated medium campaign is related to the Pets industry and contains 5 media assets. It was submitted 3 months ago.

Credits

Client: Mars Petcare
Brand: DREAMIES™
Chief Growth Officer EU - Melodie Nye
Senior Business Unit Director EU - Mariana Coronel
Brand Director EU - Kay Brown
Brand Manager EU - Hannah Screeton
Head of Media UK - Georgia Varti
Digital Media Manager UK - Natalie Ellse
Social Media & Community Manager UK - Aoife O’neill

Agency: adamandeveDDB
Chief Creative Officer - Richard Brim
ECDs - Ant Nelson & Mike Sutherland
Creative Directors - Darren Beresford, Richard Gayton, Colin Booth, Ben Stiltz
Copywriter - Darren Beresford
Art Director - Richard Gayton
Joint Head of Integrated Production - Sally Pritchett
Executive Strategy Director - Nick Hirst
Senior Project Manager - Becky Faloju
CEO - Miranda Hipwell
Group Managing Partner - Deborah Kerr
Business Director - Skye Stoppani
Account Manager - Teddy Loxton
Print & Social Producer - Joel Wilson
Assistant Producer - Catarina Van Leuven
Senior Business Affairs Manager - Layla Husted
Senior Legal Counsel - Tom Campbell
Asset Manager - Gemma Hughes
Commercial Director - Charlotte Haddy
Commercial Analyst - Daniel Wickings
Executive content director - Jess Taylor
Social Creative - Judith Tulkens
Design: Scott Silvey @ King Henry

Production Company: Biscuit Filmworks
Director: James Rouse
Producer: Benji Howell
DOP: Alex Melman

Offline Editors:
Editor: Mark Edinoff & Jamie Hogson @ Work Editorial
Offline producer: Lola Cookman

Post Production: Untold Studios
Creative director: Ben Cronin
Head of Production: Tomek Zietkiewicz
VFX supervisor: Alex Grey
VFX supervisor: Richard Harris
VFX Artist: Nicola Borsari
VFX Artist: Kerim Camdzic
VFX Artist:Tom Humphrey
VFX Artist: Chris Winters
Producer: Ellie Joseph
Colourist: Didrik Bråthen
Colour producer: Eli Sandal

Sound: Factory Sound
Sound Designer: Dan Beckwith
Producer: Deborah Whitfield

Essence Mediacom
Pet Nutrition Segment Director - Eloise Huntingford
Strategic Planning Associate Director - Nason Ezhilchelvan
Media Planner - Aleksandra Rybakova

ADVERTISING

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.