Title	PACK ATTACK
Brand	MARS
Product/Service	TEMPTATIONS CAT TREATS
Category	A06. Posters
Entrant Company	ADAM&EVEDDB London, UNITED KINGDOM
Advertising Agency	ADAM&EVEDDB London, UNITED KINGDOM
Media Agency	STARCOM New York, USA
Production Company	BLINKART London, UNITED KINGDOM

Name	Company	Position
Ben Priest	Adam/Eveddb	Executive Creative Director
Ben Tollett	Adam/Eveddb	Executive Creative Director
Emer Stamp	Adam/Eveddb	Executive Creative Director
Richard Brim	Adam/Eveddb	Creative Director
Daniel Fisher	Adam/Eveddb	Creative Director
Christopher Bowsher	Adam/Eveddb	Creative
Frances Leach	Adam/Eveddb	Creative
Fiona Mcarthur	Adam/Eveddb	Managing Partner
Amelia Blashill	Adam/Eveddb	Business Director
Elaine Miller	Adam/Eveddb	Planner
Jaimee Kerr	Adam/Eveddb	Account Director
Jo Lorimer	Adam/Eveddb	Account Manager
Daniel Moorey	Adam/Eveddb	Head Of Print
Caroline Tripp	Adam/Eveddb	Senior Creative Producer
Josh Hine	Blink Art	Director/Editor
Ryan Hopkinson	Blink Art	Photographer
Gareth Ling	Stanley's King Henry	Retoucher
Alex Fairman	Stanley's King Henry	Designer/Typographer
Simon Adamson	Adam/Eveddb	Head Of Social
Jessica Taylor	Adam/Eveddb	Social Media Manager

Brief Explanation

Temptations is the market leader in North America for cat treats.

The Brief

Temptations needed a distinctive visual identity, across all marketing touchpoints, which clearly communicated the ‘Cat’s Can’t Resist’ brand line.

How the final design was conceived

We knew the communication would resonate with existing users, as they were already telling us about their cats’ frenzied attempts to get into the packs. As the key to creating these print ads was authenticity, we decided to do it for real. We set some cats free in a studio with a big box of Temptations and photographed the results. What we were left with were some beautifully destroyed packs, that were photographed and made into a print campaign to tell a clear and simple story of product irresistibility.

Indication of how successful the outcome was in the market

Cat owners shared their own own experiences of when their cats had got into the packs using the hashtag #packattack. We saw 105,000 direct engagements with the campaign with a social reach of over 14 million. Temptations saw the best period 1 business results in Temptations history, and so the campaign will be used as ongoing brand equity work indefinitely.