All It Takes Is A Shake: Cat Borrowers - Grandma, All It ... - DREAMIES™ | Clapboard Ad Archive

Dreamies’ 2019 campaign All It Takes Is A Shake: Cat Borrowers - Grandma, created by DDB for the UK market, exemplifies how a simple product benefit can be transformed into a compelling narrative that resonates deeply within the pets category of FMCG. Anchored in the everyday magic of cat ownership, the film campaign leverages the irresistible allure of Dreamies treats to deliver a story that is both relatable and emotionally engaging. The premise is straightforward yet effective: the mere act of shaking a pack of Dreamies triggers an almost comical chain reaction, drawing not only the family cat but also a cast of ‘borrowers’ such as the grandmother, who find themselves irresistibly involved in the moment. This playful narrative harnesses what Clapboard’s taxonomy identifies as FORMAT#6—Benefit Causes Story—where the product’s benefit directly incites the unfolding action, in this case the treat’s ability to captivate even the most independent feline companions. The campaign’s three media assets work cohesively to highlight the warmth and trust built around these shared moments between humans and their cats, reinforcing Dreamies as more than just a snack but as a catalyst for connection and affection. DDB’s creative direction balances humor with tenderness, portraying a domestic scene that is both familiar and aspirational for cat owners, and thereby amplifying brand affinity. The storytelling is visually engaging, using close-ups of the cat’s reaction and the grandmother’s delighted participation to create a strong emotional pull that aligns with Dreamies’ positioning as a trusted, joyful choice in pet treats. Within the FMCG pet industry, this campaign stands out for its ability to elevate a simple product interaction into a memorable brand experience that encourages repeat purchase through emotional resonance. Dreamies, by illustrating the treat’s immediate effect and the shared enjoyment it fosters, strengthens its category presence against a backdrop of increasingly sophisticated pet care marketing. The campaign earns 60/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how FMCG pet brands can leverage authentic, everyday rituals to create compelling content that drives emotional engagement while clearly communicating product benefit.