Colenso BBDO’s K9FM and Talkies spots for Mars Pedigree have taken silvers overnight in the radio category.
A collaboration between the agency, client and Franklin Road, the idea was to create a radio station that was aimed directly at dogs and it consisted of everything from virtual outings, to good dog stories, to a bit of cat hate to a series of calming words and music. As Metro wrote, “you can even record an on-air shout out for your dog, if that’s the sort of thing you’re into”.
It was broadcast in central Auckland (it’s also available on iHeartradio) and canine behaviour consultant Jess Allsop, who helped consult on the station’s programming, told Stuff: “My job is to make sure it is as dog-friendly as possible. At the moment when dogs listen to a radio, they have to listen to programmes targeted at humans … Also musically it was about finding tempos and beats that are known to be calming for dogs.”
Check out Campbell Live’s story on the campaign here.
Lucozade Energy Drink by Ogilvy & Mather Johannesburg took the grand prix.
In press, Harvey Nicholls and Adam&EveDDB backed up theor grand prix in Promo and Activation with another one for its ‘Christmas Lunch’, ‘Gravel’, ‘Wire Wool’, ‘Sink Plug’ and ‘Toothbrush’ ads.
DDB NZ missed out on a gong for Steinlager’s Be the Artist, as did Whybin\TBWA for Minds for Minds.