SHEBA® Pounces on Global’s ‘Connected Screens’ with Purr-fect Creativity
Eye-catching 3D creative interacts across two screens
London – SHEBA®, the premium cat food produced by Mars, has teamed up with Global, the Media & Entertainment Group, to create a unique 3D outdoor campaign that sees two digital screens interacting with one another.
Global’s large-format digiwall at Bond Street’s London Underground station currently features the famous SHEBA® cat sitting nonchalantly on a huge digital screen. Brightly coloured toys begin to fall in from above, collecting around the paws of the feline. The cat is highly uninterested, but suddenly, in comes a bowl of SHEBA® on another large digital screen to the right. The cat instantly leaves the toys behind and sets off towards the food, disappearing from the left screen and reappearing on the other side to enjoy a delicious meal. The 3D creative concludes with the message ‘Give them what they really want’ alongside images of the product on both screens.
The two screens are separated by a huge central vinyl displaying the brand’s wider ‘All They Want is SHEBA®’ messaging – a new humorous campaign delving into the irresistible allure of cats and their unwavering preference for the SHEBA® brand.
The creative was developed by AMV BBDO and is the latest installment in its campaign to promote SHEBA®’s ‘Resistance is Futile’ platform that showcases the lengths cat parents go to in their quest to please their feline companions, only to discover that All They Want Is SHEBA®. The 3D outdoor design was created in partnership with OOH Tommy, a division of the award-winning global digital creative agency Tommy.
The outdoor campaign can also be seen on Global’s premium Digital Gateways at Tottenham Court Road, Waterloo, Kings Cross, and London Bridge.
George Hillman, European Brand Director for SHEBA®, at Mars Petcare said: “In our increasingly busy lives where more and more things compete for our attention, we know brands have to work harder to cut through and deliver a memorable message. We have a strong and emotionally relevant story to tell about how our cat’s love of SHEBA® outshines any other gifts our cat parents are prepared to give them, and therefore how mealtimes with our cats can become these magical moments of connection. And I’m delighted to see our story come to life so clearly in this new work, which has only been made possible through the highly collaborative partnership with Global, AMV BBDO and EssenceMediacom.”
Chris Forrester, Global’s Commercial Director for Outdoor said: “We are always looking at ways to creatively elevate outdoor media to supercharge marketing campaigns. This one with SHEBA® really is the cat’s whiskers. They have been an incredible client, with fantastic vision to see how using the latest technology can tell a captivating and eye-catching story to commuters, making them pause to follow the exploits of the SHEBA® cat. I’m looking forward to seeing how other brands experiment with our new connected screen offering to create fun, engaging campaigns.”
Chris Reader, Head of Commercial Media for TfL added: “The uniqueness of these interactive adverts not only highlights the innovative and forward-thinking approach of the team at SHEBA®, but also serves as another brilliant example of how our advertising assets can be used to promote products in a creative and impactful way.”
About Global
Global is one of the world’s leading Media & Entertainment groups. With a huge weekly reach, it is the UK and Europe’s largest Radio & Outdoor company.
Global is home to respected, national, market leading media brands including Capital, Heart, Classic FM, LBC, Global’s Newsroom, Smooth, Radio X, Capital XTRA, Gold and Global Player, which allows listeners to enjoy all of Global’s radio brands, award-winning podcasts, and expertly-curated playlists, in one place in app, on web and on smart speakers.
With an extensive and diverse portfolio, Global is also the leading Outdoor company in the UK & one of the largest in Europe with over 235,000 sites reaching 95% of the UK population. On-air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 27.6 million on the radio alone. Global created and operates DAX, the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising. Global is the trading name for Global Media & Entertainment Limited and associated companies. You can contact us at 30 Leicester Square, London, WC2H 7LA, Tel: 020 7766 6000. Go to www.global.com
About Mars Petcare
Mars Petcare is part of Mars, Incorporated, a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love. Our almost 100,000 Associates across 130 countries are dedicated to one purpose: A BETTER WORLD FOR PETS. With 85 years of experience, our portfolio of almost 50 brands serves the health and nutrition needs of the world’s pets – including brands PEDIGREE®, WHISKAS®, ROYAL CANIN®, SHEBA®, CESAR®, GREENIES™, as well as the Waltham Petcare Science Institute which has advanced research in the nutrition and health of pets for over 50 years.
Mars Petcare is also a leading veterinary health provider through an international network of more than 2,500 pet hospitals and diagnostic services including AniCura, AntechAsia Veterinary Diagnostics BANFIELD™, BLUEPEARL™, Linnaeus, Mount Pleasant, VCA, VES, and VSH. We’re also active in innovation and technology for pets, with WISDOM PANEL™ genetic health screening and DNA testing for dogs, the WHISTLE™ GPS dog tracker, and LEAP VENTURE STUDIO accelerator and COMPANION FUND programs that drive innovation and disruption in the pet care industry.
As a family business and guided by our principles, we are building a thriving and inclusive workforce reflective of the many pets and communities we serve, privileged with the flexibility to fight for what we believe in. And we choose to fight for our Purpose: A BETTER WORLD FOR PETS.