The Drum Awards for Marketing - Extended Deadline

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Agency: Adam & Eve
Date: Apr 2017
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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