As Cannes wrapped up over the weekend, local agencies Colenso BBDO, DDB and Y&R pulled in their final Lions across the Creative Effectiveness, Integrated, Film and Radio categories.
Marketing, advertising & media intelligence
A round of applause to Headfirst, Pedigree and G-Shock New Zealand.
Empty nest syndrome is not a matter to take lightly and Pedigree and Colenso BBDO are hoping to provide a solution, with an initiative to rehome the thousands of dogs from around New Zealand that have been rescued from abuse and neglect.
Following news reports of another horrific dog bite in Auckland, Pedigree decided to bring its campaign—originally planned for release later this week—forward by a few days. We chat to the team at Colenso BBDO about why it's so important for New Zealanders to learn more about dog behaviour.
A tip of the hat to BP, Pedigree, NZ Post and Rebel Sport this week.
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.
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.
Colenso BBDO's K9FM and Talkies spots for Mars Pedigree have taken silvers overnight in the radio category.
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.
The golden pickings were fairly slim at the AWARD awards, with just 12 handed out in total. And of the Kiwi agencies, it was Colenso BBDO on top again.
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.
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.
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.
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.