The Dreamies billboard campaign brought a sense of surprise and charm to the streets of London. By placing 3D cats directly onto billboards, the brand created a moment that felt playful, shareable and very hard to ignore. For brands exploring outdoor advertising, this campaign offers valuable lessons on creativity, placement and audience engagement.
Out of home works best when it makes people pause. This campaign did exactly that by turning familiar urban environments into something unexpected.
A Bold Idea that Played to Instinct
Cats are naturally curious, and the campaign tapped into that instinct by showing them scrambling, clinging and scaling the billboard structure on a mission to reach a giant pack of treats. The site was treated as part of the creative, with cats extending beyond the printed poster so the whole location became the advert. These were hand-painted fibreglass models, built from 3D renders based on real cat poses and behaviour.
The finished scene felt full of movement, even though it was completely static. It made people slow down, take a second look, and lift their phones for a photo. That kind of street level reaction is exactly what drives standout impact in busy city locations.
Why Physical Creativity Still Matters
Digital OOH often takes the biggest share of media budgets, but out of home still wins attention when the idea is built for the real world. This campaign succeeded because it used the surroundings as part of the execution, instead of trying to overpower them.
Key creative strengths included:
- Real three dimensional elements that added depth
- Visual humour that felt effortless and on brand
- Clear product relevance without heavy messaging
The cats grabbed attention first, then the treats landed the message, leaving a clear and memorable impression.
Location Choice that Amplified Impact
Placement was a big part of why the campaign landed so well. The billboards ran on Kingsland Road and Quaker Street, both busy East London spots where people are out on foot, looking around, and quick to share something they have not seen before.
These streets pull in steady daily crowds and lively weekend traffic, with an audience that notices street culture and happily posts it. That mix made the locations a strong fit for a campaign built to create talk in the moment and travel online afterwards.
Urban streets as brand stages
Busy streets offer more than just traffic numbers. They offer context.
In this case, the surroundings added to the authenticity of the creative. Brick walls, shopfronts and street life all helped the billboards feel part of the neighbourhood rather than an interruption.
For brands considering large format or special build formats, location should always support the creative idea rather than limit it.
Social Sharing Without Forced Prompts
One of the most interesting outcomes of the Dreamies billboard advertising UK campaign was how naturally it travelled onto social platforms. Passers by shared photos and videos without being asked.
This kind of organic amplification happens when
- The creative feels unexpected
- The execution rewards closer inspection
- The idea is easy to understand at a glance
Out of home becomes even more powerful when it bridges physical presence with digital reach.
Lessons for Mid-Level Brands Planning OOH
This campaign proves that standout outdoor advertising is not reserved for global launches alone. Mid level brands can apply the same principles at different scales.
Takeaways worth noting
- Use the structure, not just the space
- Let the environment guide creative decisions
- Keep the idea simple and visually strong
- Choose locations that match brand personality
Special builds, extensions and creative placements can deliver strong value when aligned with a clear concept.
Turning Inspiration into Action
Creative inspiration is useful, but results come from execution. Successful out of home campaigns balance imagination with practical planning, from site selection through to production and permissions.
At OOH International, we help brands navigate that process with clarity and confidence. From planning placements to advising on formats that suit your idea, we make out of home advertising work harder for your brand.
If you are considering an OOH campaign that needs to stand out on the street and online, get in touch and let us help bring your idea to life.
Frequently Asked Questions
What made the Dreamies billboard campaign effective?
The campaign worked by using 3D cats interacting with billboard structures. This created a sense of surprise and authenticity that stopped people in their tracks and encouraged organic sharing across social platforms.
Where was the Dreamies billboard campaign located?
The campaign appeared on Kingsland Road and Shoreditch’s Quaker Street. These areas are known for high footfall, creative culture and audiences who actively engage with visually interesting outdoor advertising.
Why did the use of cats work so well in this campaign?
Cats naturally attract attention and curiosity. By showing them climbing and interacting with billboards, the campaign felt playful and instinctive, which made people pause, look closer and remember the brand.What can brands learn from this billboard campaign?
Brands can learn the value of using physical structures creatively, choosing locations that support the idea and keeping concepts simple. When these elements align, out of home advertising delivers a strong impact and recall.