Dreamies Treats’ 3D Billboard Activation Takes Over London

And let’s move on. Recently, Dreamies, that cheeky cat treat brand owned by Mars, launched a campaign that’s turning heads across London. They installed these gigantic fiberglass cats climbing billboards, draining pipes, and rooftops—basically, they made outdoor advertising into a playground for feline fantasies. These aren’t just quick paint jobs; they’re lifelike, based on real cat poses, hand-painted with crazy detail. It’s a bold move, especially in outdoor media, and I like it!

Innovative Outdoor Advertising

On the other hand, the campaign was devised by Adam&EveDDB, a London-based agency known for pushing creative boundaries. The campaign’s focus? Celebrating cats’ smarts and agility—traits Mars wants us to associate with Dreamies treats. They even teamed up with media partners like Essence Mediacom and Blow Up Outdoor, which means they invested seriously in locations like Shoreditch’s Quaker Street and Kingsland Road.

The Rise of 3D Outdoor Activations

• They say this kind of 3D outdoor activation is gaining ground.
• Interactive billboards aren’t just gimmicks anymore; they’re becoming immersive experiences.
• In a crowded outdoor space, standing out is everything.

This campaign is quite innovative in that regard, and I think it’s a good example of how brands are trying to capture attention through playful, memorable visuals.

Effectiveness and Future Trends

Now, does it work? Well, it’s too early to tell if these fiberglass cats will translate into more sales or brand loyalty. Campaigns like this are more about creating buzz—getting people to talk, share, and maybe even chuckle. They’ve also included influencer activity, with brand ambassadors like Chris Hall, which helps spread the word. Still, I tend to look at results a few months down the line—because let’s face it, no matter how flashy, the real test is whether it moves the needle financially.

In the U.S., we see a lot of brands playing with augmented reality or giant digital screens, but physical 3D installations? Not as common, but maybe we should start paying more attention. Physical ads still have a certain punch that digital sometimes struggles with. Plus, with pets being such an emotional hook, I wouldn’t be surprised if American brands start adopting similar techniques—especially in pet food, where the bond between owner and pet is prime real estate for marketing.

Key Takeaways

• The campaign’s creativity is top-notch.
• It shows a clear trend: brands are investing in immersive outdoor experiences that are fun and eye-catching.
• We should keep an eye on whether these campaigns convert attention into sales—because at the end of the day, that’s what matters most.

If you ask me, physical outdoor ads like these still hold value. They’re tangible, memorable, and can surprise even the most jaded passersby. But the real question is: are they profitable? That’s what I want to see in the coming months.

What do you think? Do you believe these kinds of installations can really boost brand loyalty or just make for a good story? Comment below! Read more of my articles if you want to stay ahead in marketing trends. Hope you liked this news—don’t forget to share your thoughts!

Juliana Moreau

Marketing Strategist & Brand Consultant. Juliana is recognized for her ability to decipher complex marketing strategies and predict emerging trends, making her analysis indispensable for industry professionals. Her writing cuts to the chase, offering clear, actionable analysis that challenges conventional wisdom and reveals what really drives consumer behavior.