LONDON, UK – DREAMIES™, part of the Mars, Incorporated family of brands, is launching 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 launches with ‘Hang Tight’, a high-octane film created with adam&eveDDB and follows the widely-seen and shared out of home ‘Ad Attack’.
The 20-second spot, directed by Aircastle and produced by SMUGGLER, opens on a CGI cat determinedly clinging to the side of a speeding truck. But the dare-devil cat isn’t alone – it’s accompanied by a clowder of feline friends attacking the DREAMIES™ branded vehicle, because ‘Cats Will Do Anything’ for the irresistible treats. The film is soundtracked by King Salami’s ‘Titch’
The CGI cats starring in the spot are created by Untold Studios, with multiple variations replete with unique grooms, patterning and markings.
The campaign is launching across multiple European markets, including the UK, Poland, Spain, France, Italy and Germany, before rolling out globally later in the year. The launch will span TV, online video, OOH and social, created by adam&eveDDB in collaboration with Essence Mediacom, The&Partnership, Automated Creative and Mars United Commerce.
Deborah Chapple, Global Brand Director, states: “Our DREAMIES™ Treats campaign kicks off with a daring new spot featuring fearless felines, led by Sunny, Tony & Titch, showcasing the hilarious antics cats pull to enjoy our irresistible treats!”
Melodie Nye, Chief Growth Officer, Mars Pet Nutrition Europe, said: “This full-funnel campaign shares hilarious stories at every touchpoint, showing just how far cats will go to get their paws on our products.”
Ben Stilitz and Colin Booth, Creative Directors, adam&eveDDB, added: “As any cat owner can attest, cats will do anything to get their paws on DREAMIES™ treats. Our new spot dramatises this simple truth in ludicrously epic and action-packed style.”
CREDITS
Client: MARS
Brand: DREAMIESTM
Project/Campaign Name: Cats Will Do Anything
Client:
Natalia Ball – Global Chief Growth Officer
Melodie Nye – Chief Growth Officer, Mars Pet Nutrition Europe
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
Victoria Shimwell – DREAMIES™ Global Brand Manager
Laura Vallance – Senior Corporate Affairs Manager (UK)
Finley Morris – Senior Manager, Public Affairs and External Communications (Regional)
Agency:adam&eveDDB London
Creative:
Ant Nelson – Chief Creative Officer
Mike Sutherland – Chief Creative Officer
Richard Brim – Chief Creative Officer
Ben Stilitz – Creative Director
Colin Booth – Creative Director
William Cottam – Creative
James Crosby – Creative
Production:
Mary Fostiropoulos – 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
Lizzie Coombs – Account Manager
Natasha Custis – Account Manager
Chris Alldridge – Account Executive
Project Management:
Charmaine Balay – Senior Project Manager
Becky Faloju – Senior Project Manager
Legal:
Tom Campbell – Senior Legal Counsel
Candice Macleod – General Counsel
Business affairs: Layla Husted
Design: Oliver Watts
Production Company: SMUGGLER
Director: Aircastle
Managing Director: Fergus Brown
Managing Director/ EP: Lucy Kelly
Producer: Gustav Geldenhuys
DOP: Joe Douglas
Service Production Company: Migrate Films
Producer: Libbi Ball
Production Manager: Nikki Geater
Production Coordinator: Xola Maswana
Production Assistant: Megan Williams
1st AD: Johnathan Petersen
Production Designer: Elmi Badenhorst
Animal Wrangler: Nicole Jennings
Costume Designer: Sylvia van Heerden
Hair & Make Up Artist: Monique Bezuidenhout
Editing company: Marshall Street Editors
Editor: Matt Pochettino
Assistant Editor: Josh Sampson
Producer: Faye Butler
Exec Producer: SJ O’Mara
VFX: Untold Studios
COO: Neil Davies
Creative Director: Jon Wood
VFX Supervisor: Christian Baker-Steele
Executive Producer: Ian Berry
Producer: Becky Roberts
Co-ordinator: Millie Sharratt
CG Supervisor: Maria Carriedo
Lead Animator: Aimee Westley
VFX Artists: Jinhui Wang, Heidi Dahle, Michael Diprose, Thomas Huizer, Marta Esteban-Infantes, Lewis Pickston, Pete Hughes, Paul Creamer, Gez Wright, Henry Affonso, Federico De Ciantis, Michele Fabbro, Elena Distefano, Irina Alzuru, Agust Baldursson, Alex Miller, Umesh Sawant, Gretą Kossowska, Angela Bernado, Kalairasu Puhalendhi, Shariq Altaf
Colour Grading Company:
Colourist: Florian Metzner
Soundtrack name: Titch (‘Itch’) by King Salami
Music Supervision: Theodore – Tom Stanford & Alfie Franks
Audio postproduction: 750mph – Sam Ashwell & Matt Valentine
Media Agency:
Essence Mediacom, Global Strategy Lead (for Mars Pet Nutrition) – Toby Roberts
Essence Mediacom, Regional Strategy & Planning Lead (on Dreamies) – NasonEzhilchelvan
Essence Mediacom, Regional Senior Planner (on Dreamies) – Marko Todorovic
Essence Mediacom, Regional Deployment Lead (for Mars Pet Nutrition) – Ilya Safronov
Essence Mediacom, Global Client Lead (for Mars Pet Nutrition) – Eloise Huntingford
