The Dreamies “Cats Will Do Anything” campaign in London is a standout example of how playful creativity and strong brand insight can transform outdoor advertising into a citywide moment of delight. Known for its humorous and cat-obsessed brand personality, Dreamies took OOH advertising beyond flat posters by introducing oversized 3D cat installations that appeared to climb, hang, and interact with billboard structures across London.
Rather than simply advertising cat treats, the campaign brought feline behavior to life in public spaces. As a result, everyday streets were transformed into scenes that instantly resonated with cat lovers and passersby alike.
The Core Insight: Cats Will Truly Do Anything for Treats
At the heart of the Dreamies “Cats Will Do Anything” campaign was a universally understood truth among pet owners: cats are relentless when it comes to getting what they want. Especially when treats are involved, cats will jump, climb, squeeze, and defy logic.
Dreamies translated this behavioral insight into a visual idea that required no explanation. Giant cats scaling billboards communicated obsession, determination, and humor in seconds. Consequently, the product promise was delivered emotionally rather than verbally, making the message instantly clear and highly memorable.
This insight-driven approach allowed the campaign to connect with audiences regardless of age or language.
3D Outdoor Installations as the Creative Hero
The most striking element of the campaign was its use of large-scale 3D installations. Oversized cats were designed to physically interact with billboard frames, rooftops, and building edges. Some appeared to be clinging mid-climb, while others peeked over structures as if plotting their next move.
The Dreamies “Cats Will Do Anything” installations broke the traditional boundaries of outdoor advertising. By extending beyond the flat surface of a billboard, the cats felt alive and mischievous. As a result, they demanded attention and encouraged longer dwell time than standard OOH formats.
These installations turned static media into sculptural experiences, redefining how FMCG brands can use outdoor spaces creatively.
London as an Experiential Urban Canvas
London’s dense, character-rich streets provided the perfect backdrop for this campaign. The city’s mix of historic buildings and modern infrastructure allowed the installations to feel site-specific rather than generic.
The Dreamies “Cats Will Do Anything” campaign cleverly integrated cats into the cityscape, making them appear as though they belonged there. This contextual placement increased authenticity and helped the installations feel like playful additions to the environment instead of imposed advertisements.
As a result, the campaign blended seamlessly into daily urban life while still standing out visually.
Driving Organic Social Sharing and Cultural Buzz
One of the campaign’s biggest successes was its natural shareability. Commuters and pedestrians stopped to photograph the installations, often sharing them on social media with humorous captions.
The Dreamies “Cats Will Do Anything” campaign benefited enormously from this organic amplification. Without relying on digital ads or influencer pushes, the physical installations became viral moments. Marketing communities, pet lovers, and general audiences shared the visuals widely, extending reach far beyond London.
This demonstrated how experiential OOH can double as social-first content when the idea is strong enough.
Why Outdoor Advertising Was the Perfect Medium
Outdoor advertising was essential to bringing this idea to life. Cat behavior is physical, unpredictable, and expressive—qualities that are difficult to communicate through screens alone.
The Dreamies “Cats Will Do Anything” campaign used outdoor media to mirror real-life behavior at real-world scale. The non-skippable nature of OOH ensured repeated exposure, while the 3D format encouraged people to pause and engage.
Unlike digital ads that disappear in seconds, these installations stayed present, reinforcing brand recall over time.
Strengthening Dreamies’ Brand Personality
This campaign perfectly reinforced Dreamies’ playful, cheeky, and cat-obsessed brand voice. The oversized cats were not just attention-grabbing visuals; they were physical representations of the brand’s personality.
The Dreamies “Cats Will Do Anything” execution showed that Dreamies understands cats deeply—and understands cat owners just as well. By focusing on behavior rather than claims, the brand built emotional affinity and trust.
As a result, Dreamies stood out in a crowded pet food category without relying on price or functional messaging.
Key Learnings for OOH and FMCG Brands
Important takeaways from this campaign include:
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Behavioral insights translate powerfully into outdoor ideas
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3D installations significantly increase attention and dwell time
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Humor drives memorability and social sharing
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Site-specific placements enhance authenticity
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Brand personality can outperform product-heavy messaging
These lessons make the campaign a strong benchmark for experiential outdoor advertising.
Conclusion
The Dreamies “Cats Will Do Anything” campaign demonstrates how outdoor advertising can be joyful, memorable, and culturally engaging. By using playful 3D cat installations across London, Dreamies transformed ordinary billboards into moments of surprise and delight.
This campaign proves that when creativity meets insight, outdoor advertising does more than communicate—it entertains, connects, and becomes part of the city’s everyday story.
