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Tech

SHEBA Launches Interactive 3D Outdoor Campaign with Global, Engaging Commuters with Innovative Digital Screens

SHEBA, the premium cat food brand by Mars, has partnered with Global to launch an innovative 3D outdoor campaign featuring interactive digital screens. This unique campaign is currently on display at Bond Street’s London Underground station, where two large-format screens engage with each other to tell a captivating story.

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SHEBA

One screen showcases the iconic SHEBA cat, lounging indifferently as brightly colored toys fall around it. Suddenly, a bowl of SHEBA appears on the adjacent screen, capturing the cat’s attention. The feline abandons the toys, exits the left screen, and reappears on the right to enjoy the meal. The 3D animation concludes with the message, “Give them what they really want,” and product images displayed on both screens.

These screens are connected by a central vinyl display promoting SHEBA’s broader “All They Want is SHEBA” campaign, which humorously emphasizes cats’ irresistible attraction to SHEBA products. The creative execution, developed by AMV BBDO, aligns with SHEBA’s “Resistance is Futile” platform, highlighting the lengths cat owners go to satisfy their pets, only to realize that SHEBA is the ultimate reward. The 3D design was brought to life by OOH Tommy, a division of the global digital creative agency Tommy.

In addition to Bond Street, the campaign is also visible 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, stated: “In our busy lives, brands must work harder to stand out and deliver memorable messages. We have a compelling and emotionally resonant story about our cats’ love for SHEBA, which surpasses any other gift from their owners. This campaign beautifully captures those magical moments of connection during mealtimes. Our collaboration with Global, AMV BBDO, and EssenceMediacom has brought this story to life.”

Chris Forrester, Global’s commercial director for Outdoor, added: “We always seek creative ways to enhance outdoor media and elevate marketing campaigns. This collaboration with SHEBA is truly exceptional. Their vision and use of cutting-edge technology have created a captivating narrative that engages commuters. I look forward to seeing how other brands utilize our connected screen offerings for fun and engaging campaigns.”

Chris Reader, head of commercial media for TfL, commented: “These interactive adverts showcase SHEBA’s innovative approach and demonstrate how our advertising assets can promote products creatively and impactfully.”

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