articles tagged 'Pedigree'
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Pedigree and Colenso face up to racial tension in first US iteration of 'Feed the good'

  • Advertising
  • June 2, 2015
  • Damien Venuto
Pedigree and Colenso face up to racial tension in first US iteration of 'Feed the good'

In May, Pedigree launched its new global positioning, 'Feed the good', in Brazil and Australia via a pair of ads premised on the idea that dogs help humans be the best versions of themselves. And now, following on from this, the dog food company has launched a US spot, which was developed by Colenso BBDO in collaboration with BBDO New York. And While the gritty imagery in the Australian spot was bold as far as advertising for pet sustenance goes, the US spot is by far the most contentious in its portrayal of the tension that pervades race relations in the United States.

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Pedigree throws a digital bone to dog owners with the help of Google and Colenso BBDO

  • Advertising
  • April 14, 2015
  • Damien Venuto
Pedigree throws a digital bone to dog owners with the help of Google and Colenso BBDO

A lost dog poster pasted onto a lamppost has become a standard part of the urban landscape, susurrating in the wind and serving as little more than a reminder of the dog owner's longing. This rudimentary approach has served as the solution to an all-too-common problem for generations, and the continued prevalence of these posters in even the most advanced cities stands as testament to the fact that there is little else available to pet owners who find themselves in these situations. So, in an effort to facilitate a solution more in line with modern technological capabilities, Pedigree has launched an app that enables users to use their smartphone to find a lost dog.

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Monetising slacktivism: how Colenso is making likes and shares count for something

  • Advertising
  • April 10, 2014
  • Damien Venuto
Monetising slacktivism: how Colenso is making likes and shares count for something

Abused animals, war-torn villages and malnourished, distended bellies have become common inhabitants on Facebook feeds, as increasing numbers of social media users share imagery of causes they supposedly support. The only problem with this approach is that it achieves little more than unsettling those that see these often graphic images. But rather than calling people out for their inaction, Pedigree has launched a new campaign via Colenso BBDO that makes video sharing central to raising funds for a good cause.

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Doggelganger gets another big bone

  • Advertising
  • October 18, 2012
  • StopPress Team
Doggelganger gets another big bone

It's the web app that keeps on winning, and after numerous awards for Colenso BBDO and Mars Pedigree's 'Doggelganger', it's added another prestigious trophy to the cabinet: The Diamond Award at the Direct Marketing Association's International Echo Awards.

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A tale of two dogs: Colenso and Finch tweak storytelling technology to illustrate effects of doggy donations

  • Advertising
  • May 16, 2012
  • Ben Fahy
A tale of two dogs: Colenso and Finch tweak storytelling technology to illustrate effects of doggy donations

Doggelganger, last year's Pedigree Adoption Drive campaign by Colenso BBDO, used facial recognition technology to match humans with dogs and ended up winning all kinds of awards. And there's a technological bent to this year's campaign, too, with production company Finch developing a system that allows two entirely different films to be screened simultaneously on the same cinema screen with the use of specially designed glasses.

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Ghost Chips rise up with Yellow Pencil—UPDATED

  • Advertising
  • April 20, 2012
  • StopPress Team
Ghost Chips rise up with Yellow Pencil—UPDATED

It might not have done as well as many expected at AXIS last night, but NZTA, Clemenger BBDO and The Sweet Shop's 'Legend' well and truly made up for it by nabbing a very hard to win Yellow Pencil in the earned media section at the D&AD awards, the only New Zealand work to receive the nod this year. Legend also made it In-Book in the Writing for Advertising category.

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Two dogs, one bone?

  • Advertising
  • April 1, 2012
  • Ben Fahy
Two dogs, one bone?

For many outside the ad industry, arguing over who was the first to come up with an idea could be perceived as petty. But when ideas are the lifeblood of this industry and often have a tangible effect on an agency's reputation—and, if it helps to win awards, momentum—provenance is important. Recently we've seen some controversy over the creation of personalised OHBaby! magazines for Huggies. And it looks like we can add another interesting case to the list: Colenso BBDO's Doggelganger website for Pedigree and Whybin\TBWA Sydney's Dog-A-Like mobile app for the same client in Australia. 

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