Our team at adam&eveDDB London helped Mars’ DREAMIES™ launch a new global campaign ‘Cats Will Do Anything’, celebrating the creative, cunning and extreme lengths cats will go to in order to get their paws on the irresistible treats.

The campaign is led by ‘Hang Tight’, a high-octane spot that opens on a CGI cat determinedly clinging to the side of a DREAMIES™ branded vehicle. But the dare-devil cat isn’t alone – it’s accompanied by a frenzy of feline friends.

The global campaign spans TV, online video, social and OOH, including a series of special builds showing the lengths cats will go to get their paws on the irresistible treats.

The new campaign cements DREAMIES™ treats, which 95% of cats find irresistible, as the ultimate reward for cats in people’s minds.

London streets, including Kingsland Road and Shoreditch’s Quaker Street, are under attack by gangs of hungry cats, scaling buildings in a bid to reach the giant DREAMIES™ pack on the posters.

The special build ‘Ad Attack’ sites feature unmissable 3D models of moggies taking over the locations by climbing drainpipes, stalking rooftops and hanging off billboards. The hand-painted fibreglass felines were created using 3D renders based on poses of real cats looking for DREAMIES™ treats.

The OOH activity is supported by a social and influencer campaign, featuring key MARS brand ambassadors including Chris Hall and Benedict Townsend.