SHEBA Launches Innovative 3D Outdoor Campaign at London Underground

SHEBA, the premium cat food brand produced by Mars, has partnered with Global to create an eye-catching 3D outdoor campaign featuring interactive digital screens. This campaign, currently displayed at Bond Street’s London Underground station, showcases the famous SHEBA cat in an engaging and innovative way.

The campaign utilizes Global’s large-format digiwall, presenting the SHEBA cat lounging on a massive digital screen. As brightly colored toys fall from above, the cat remains uninterested. However, when a bowl of SHEBA appears on an adjacent screen, the cat immediately abandons the toys and moves toward the food, seamlessly transitioning from one screen to the other. The display concludes with the message, “Give them what they really want,” accompanied by images of the SHEBA product on both screens.

A central vinyl between the screens promotes the brand’s broader “All They Want is SHEBA” campaign, highlighting the irresistible allure of SHEBA cat food.

Developed by AMV BBDO, this campaign is part of SHEBA’s ‘Resistance is Futile’ platform, which emphasizes the lengths cat owners go to please their pets, only to find that all they desire is SHEBA. The 3D design was created in collaboration with OOH Tommy, a division of the global digital creative agency Tommy.

In addition to Bond Street, the campaign is also featured 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, commented on the campaign: “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, praised the collaboration: “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.”