Cats love Dreamies treats. But their irresistibility has proved to be a big problem.For years, cats all over the world have been ripping packs to shreds to get at the delicious treats.So Dreamies brand decided to see if this problem could be addressed. Partnering with leading creative agency adam&eveDDB and a world renowned design institute at one of London’s leading universities, Dreamies set out to create the world’s first Impenetrable Pack of cat treats.A team of design engineers developed the packaging using the latest in materials technology. The pack was then successfully subjected to a series of rigorous tests to prove that it was truly impenetrable not just to cats, but also to blowtorches, angle grinders, fireworks, bouncing cars and angry lumberjacks.“We love creating moments of fun between cats and their owners, but the problem is cats find Dreamies treats so irresistible, they’ll go to any lengths to get them, with or without the owner.” said global brand director, Emily Dowling. “We wanted to see if this problem could be solved, and enlisted the help of some of the world’s best materials experts to help us do it.”Dreamies brand launches an online film directed by Tom Willems on 10 April showing the product and its strength in action, accompanied by a two-minute ‘Making Of The Impenetrable Pack’ film.“Cats won’t wait to be given a treat. They will go and get it themselves. They don’t care. This was our solution to protect packs from paws. Sorry cats.” said Rick Brim, adam&eveDDB chief creative officer.CreditsProject Name: Impenetrable PackClient: Mars PetcareBrand: DreamiesGlobal Brand Director: Emily DowlingMarketing Portfolio Manager: Antje LiedtkeBrand Manager: Yuliya ToporynskaChief Creative Officer: Richard BrimCopywriter: Nick SheppardArt Director: Tom WebberAgency Producer: Rebecca HoltPlanner: Stuart Harrison, Gail Anderson-BrownBusiness Director: Jaimee KerrAccount Director: Katie BakerAccount Manager: Annabel Barratt, Genevieve Edwards, Adam PatelDesigner/Typographer: Cris JonesMedia Agency: MediacomProduction Company: CaviarProducer: Scott O’DonnellDirector: Tom WillemsD.O.P: Kit FraserEditing Company: Whitehouse PostEditor: James Forbes-RobertsonPost Production: Coffee + TVPost Producer: Sarah Walsh3D Artist: Nick JohnColourist: Dan MoranMusic Supervisor: Finger MusicAudio Post Production: 750 MPHSoundtrack Name: FNG Dreamies Impenetrable Pack CBComposer: Craig Brown