Campaign details

Brand: Dreamies
Client: Mars Petcare
Agency: adam&eveDDB London

Paper Summary

"I don't own cat. Cat owns me." - Polish Cat Owner, Dreamies Consumer Immersions, Warsaw, 2018

Sometimes just one comment..7 exasperated words.sum up the issue and the opportunity.

Cats are jerks. They're in control. They pull the strings. They boss the relationship with their owners. It's why cat lovers love them (and why haters hate them).

It was in understanding this relationship and its power imbalance, that planning discovered a new way to grow cat treating.

In Dreamies, we didn't just have the world's most irresistible cat treat. We had a powerful tool to shift the balance - to take back control from the most fickle beings on Earth. Finally, a way to forge a connection with the most famously disinterested creatures that exist.