DREAMIES™: advert-body-3 by Adam & Eve
- Location:
Cats love Dreamies treats. But their irresistibility has proved to be a big problem.
For years, cats all over the world have been ripping packs to shreds to get at the delicious treats.
So Dreamies brand decided to see if this problem could be addressed. Partnering with leading creative agency adam&eveDDB and a world renowned design institute at one of London’s leading universities, Dreamies set out to create the world’s first Impenetrable Pack of cat treats.
A team of design engineers developed the packaging using the latest in materials technology. The pack was then successfully subjected to a series of rigorous tests to prove that it was truly impenetrable not just to cats, but also to blowtorches, angle grinders, fireworks, bouncing cars and angry lumberjacks.
“We love creating moments of fun between cats and their owners, but the problem is cats find Dreamies treats so irresistible, they’ll go to any lengths to get them, with or without the owner.” said global brand director, Emily Dowling. “We wanted to see if this problem could be solved, and enlisted the help of some of the world’s best materials experts to help us do it.”
Dreamies brand launches an online film directed by Tom Willems on 10 April showing the product and its strength in action, accompanied by a two-minute ‘Making Of The Impenetrable Pack’ film.
“Cats won’t wait to be given a treat. They will go and get it themselves. They don’t care. This was our solution to protect packs from paws. Sorry cats.” said Rick Brim, adam&eveDDB chief creative officer.
Credits
Project Name: Impenetrable Pack
Client: Mars Petcare
Brand: Dreamies
Global Brand Director: Emily Dowling
Marketing Portfolio Manager: Antje Liedtke
Brand Manager: Yuliya Toporynska
Chief Creative Officer: Richard Brim
Copywriter: Nick Sheppard
Art Director: Tom Webber
Agency Producer: Rebecca Holt
Planner: Stuart Harrison, Gail Anderson-Brown
Business Director: Jaimee Kerr
Account Director: Katie Baker
Account Manager: Annabel Barratt, Genevieve Edwards, Adam Patel
Designer/Typographer: Cris Jones
Media Agency: Mediacom
Production Company: Caviar
Producer: Scott O’Donnell
Director: Tom Willems
D.O.P: Kit Fraser
Editing Company: Whitehouse Post
Editor: James Forbes-Robertson
Post Production: Coffee + TV
Post Producer: Sarah Walsh
3D Artist: Nick John
Colourist: Dan Moran
Music Supervisor: Finger Music
Audio Post Production: 750 MPH
Soundtrack Name: FNG Dreamies Impenetrable Pack CB
Composer: Craig Brown