Mars-owned cat treat Dreamies has unveiled a new campaign, devised by creative agency Adam&EveDDB London.

The marketing drive will run across social media and out-of-home, with activations featuring models of cats in varying poses which can be found hanging on billboards, climbing drainpipes and on rooftops across London.

The fibreglass felines were created using 3D renders of real cats hunting for Dreamies treats.

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Ant Nelson and Mike Sutherland, chief creative officers at adam&eveDDB London, said: “Cats can be cool, calm and collected, but place a pack of Dreamies treats near them and it’s a completely different story. These special builds show the cunning and creative lengths our feline friends will go to in a bid to get their paws on the product.”

Influencer activity for the campaign will feature Mars brand ambassadors, including Chris Hall and Benedict Townsend.

Consumer PR was handled by Cirkle, with media partners EssenceMediacom, Jack Agency/Build Hollywood, Blow Up Outdoor/PKS Media Solutions and Group M OOH.

Hala Sinno, Dreamies’ European brand director, Mars said: “Our goal is to celebrate what makes cats so special, highlighting their intelligence, persistence, agility, and cunning. Traits that remind us of just how much more fun life is with them around.”