How Pilgrims Choice turned cheese lovers' weird dreams into fantastical advertising

The cheese brand owned by Ornua Foods is making its customers' dreams a reality with its latest ad campaign.

Pilgrims Choice’s new campaign, "Cheese dreams", blends live action, puppetry and CGI in order to recreate its consumers’ dreams. 

The concept is based on the idea that cheese gives people more vivid dreams. 

Created by Above & Beyond, the campaign has launched with a hero film depicting one customer’s dream of a restaurant in the clouds, a pirate and talking food. 

David Billing, Above & Beyond’s chief creative officer, said: "This ad stands out because no one else is turning people’s actual dreams into advertising. People’s actual dreams are far weirder and richer, and more beautiful and strange than anything anyone could write". 

After receiving many dream concepts from the public, a dream from a person called Charlie was selected to launch the campaign. 

"For us, it was really important to get authentic dreams because I think even the most vivid creative wouldn’t have come up with some of the dreams that our consumers came up with," said Mike Harper, marketing director at Ornua Foods. 

On why the ad mixed different techniques, Billing explained: "The thing about a dream is that there are no rules… we could choose to blend all three because why not?" 

The campaign is targeted at a younger audience. Harper said: "We want to get younger people passionate about the cheddar category". 

As well as the hero film, "Cheese dreams" is collecting more consumer ideas to use for out-of-home and social content, before selecting the next dream to use for another ad.