Instead of creating an ad to demonstrate the irresistibility of Pedigree DentaStix, Pedigree created a product - Pedigree SelfieSTIX. A specially designed phone accessory that attaches a DentaStix to any phone, so you can capture the perfect dog selfie every time.
SelfieSTIX was free with every purchase of Pedigree DentaStix and was supported by a campaign and app. The SelfieSTIX app uses a machine learning network to recognise the faces of different dogs, allowing owners to add fun and quirky filters to their beloved pooch.
D&AD 1 PENCIL
CANNES 2018: 1 GOLD, 1 SILVER, 3 BRONZE, 4 FINALISTS
CANNES 2019: 2 FINALISTS
ONE SHOW: 2 GRAND PRIX, 3 GOLD
ONE CLUB FOR CREATIVITY - NAMED ONE OF THE BEST DOG COMMERCIALS OF ALL TIME
WARC GUN REPORT 2019: #16TH TOP CAMPAIGNS FOR CREATIVITY
ECHO: BEST IN SHOW, 4 GOLD, 1 SILVER
ADFEST: GRAND PRIX MOBILE
ADSTARS: GRAND PRIX MOBILE, 4 GOLD, 6 SILVER
CLIO: 2 GOLD, 1 SILVER
CAPLES: 1 GOLD, 2 SILVER
LIAA: 1 GOLD, 1 SILVER
CREATIVE POOL: 1 GOLD, 1 SILVER
AWARD: 2 GOLD, 1 SILVER
AXIS: 1 GOLD 6 BRONZE
BEST AWARDS: 1 BRONZE
CREATIVE POOL: 1 GOLD, 1 SILVER
LITTLE BLACK BOOK AWARDS: 1 COMMENDATION
DIGIDAY AWARD: 1 NEON AWARD (GRAND PRIX)
The D&AD Awards are synonymous with creative excellence and winning one can seem like an impossible task. So, this campaign encouraged creatives to approach every brief with the ambition to 'Make it a Pencil'. Each piece of the call for entries required creative excellence to assemble. From origami to puzzle building to needlework, each pencil building process gave creatives a taste of what it takes to win.
The campaign culminated in two live installation pieces. In New York, artist Robyn Love turned a water tower on broadway into a pencil by knitting a giant pencil cover. And in London's Trafalgar Square, artist Miwa Takabayashi created an oversized origami pencil.
ADCC 1 SILVER, 1 BRONZE, 1 MERIT
BEST IN SHOW HOW INTERNATIONAL DESIGN AWARDS
Using only Yellow Pages a treehouse restaurant was created in Auckland.
D&AD YELLOW PENCIL
2 SILVER, 2 BRONZE AT CANNES
SILVER AT THE ONE SHOW
FINALIST AT CLIO
GOLD AND SILVER AXIS AWARD (NZ)
GOLD YOUNG GUNS
Busy people need insurance more than anyone. They are the ones who leave the iron on as they rush out the door, reverse their cars into poles as they race from school drop-off to that meeting they’re already late for…
Unfortunately, busy people don’t have time to read every line item on their insurance form, let alone watch an insurance ad.
This modular campaign speaks to busy individuals by delivering the right message in the right moment.
Using dynamic data fields and contextual insights, every one of the 665 ads could be optimised across multiple platforms – including TV, online film, radio, print, OOH and digital display.
The BNZ Convert It app uses optical character recognition to instantly translate any currency, just by holding your phone over a price tag or a bill. The app has been specially crafted to recognise thousands of different fonts, writing styles and currency formats all around the world.
It knows where you are, so can predict which currency you want to convert. And whenever it is connected to wifi, the app downloads the latest exchange rates automatically, so you can keep translating currency while you’re travelling, even if the phone is offline.
Social media can be a bleak place, especially with all that’s happening in the world right now. So long term partners, PEDIGREE® and Colenso BBDO Auckland have launched a social media platform for dogs - with the aim of overcoming everything that’s bad about social media and bringing the good back to our newsfeeds.
Off the back of the success of PEDIGREE SelfieSTIX in 2018, PEDIGREE DentaStix™ Studios combines cutting-edge technology, product integration and e-commerce, to create a first of its kind experience for dogs and their owners.
The platform helps owners to capture unique content of their beloved dogs and share it on their own social media accounts through three tools, with each tool encouraging users to purchase more Pedigree DentaStix treats within the app environment.
A proprietary algorithm will track the app’s success in putting more good back into social media, by tracking sentiment across a variety of platforms, as more and more dog images are fed into them by app users.
30% of eligible New Zealand women aren’t getting their free mammograms – screenings with potential to save the woman diagnosed, and those around her. Breast cancer doesn’t just affect women. It is contagious.
Using stories from families affected, we created an immersive mobile experience. The emotional spread of the disease was visualised with generative animation. Each experience was as unique as the stories, all ending with a direct click-through to book a mammogram.
The campaign spread to 79% of Kiwis. More women than ever before booked a mammogram during October Awareness Month, making it New Zealand’s most successful mammogram drive ever.
FWA - SITE OF THE DAY
AWWWARDS - SITE OF THE DAY
CSS AWARDS - SITE OF THE DAY
BEST INTERACTIVE - BEST AWARDS
The Bridge of light: Building an international landmark.
New Zealand’s energy goal is to be 100% renewable energy by 2035. So, we created an international monument to reflect that. During the day solar batteries charge and when the sun goes down every night a landmark reminds people how bright a sustainable future can be.
MUMBRELLA AWARDS 2018 - HIGHLY COMMENDED
BEST AWARDS 2018 - 2 GOLD, 1 SILVER
In 2017, New Zealand’s Commission for Financial Capability found that 49% of New Zealanders didn’t feel confident managing their own finances. And as a country NZ was ranked at number 11 on the financial literacy scale, well behind Australia, the UK and Canada.
BNZ’s purpose is to help New Zealanders to be good with money so we set out to raise the country’s financial literacy levels with a range of custom tools designed to teach financial know-how to the groups of kiwis that needed it most. BNZ’s My Moni app was developed to help teens make better financial decisions by giving them the chance to help guide their Moni avatar through some major financial life decisions.
The annoying lump that follows you everywhere in retargeting banners until you book a mammogram.
Retargeting banners are pretty clever. View a pair of shoes online and they'll follow you everywhere. Sure, Some might find retargeting banners annoying. But that's what we wanted to be.
On October 2016, we began targeting women over 40 with a very small lump. Some women took notice and did. But many didn't.
So the lump persisted. Following women everywhere they went online - on news sites, shopping sites, YouTube, and even their social feeds. Every time it got bigger, and more aggressive. The only way to get rid of the lump, was to click to book a mammogram.
More women began to see sense and booked mammograms. In fact, October 2016 became NZ Breast Cancer Foundation's most successful mammogram drive ever.
ECHO 1 GOLD
CANNES 1 FINALIST
WEBBY'S PEOPLE’S CHOICE
CAPLES 1 SILVER, 1 FINALIST
AWARD 1 SILVER
AXIS 1 SILVER, 2 BRONZE, 1 FINALIST
ADSTARS 2 SILVER, 2 BRONZE
NZDM 3 GOLD
With breast cancer, knowledge is power. Identifying changes in your breasts can dramatically increase your survival rate.
11 of the world’s most revered Renaissance paintings feature models with some of these symptoms. Women whose lives were likely cut short. If they had the knowledge we have, their outcome may have been better.
Breast Cancer Foundation NZ demonstrated the power of knowledge by recreating these masterpieces using today’s survivors of breast cancer. These women discovered their own breast cancer by self-check.
The images became an attention-grabbing campaign, known as ‘The Survivors Collection,’ that included an exhibition at Auckland Art Gallery.
CANNES: 1 FINALIST
BEST AWARDS: 2 FINALISTS
BEST AWARDS: 1 GOLD
AXIS: 5 FINALISTS
BRONZE AT CANNES
FINALIST AT THE ONE SHOW
BRONZE AT YOUNG GUNS
BRONZE AT AWARD (AUSTRALASIA)
SILVER AT AXIS (NZ)
BRONZE AXIS AWARDS 2016
3 x FINALISTS AXIS AWARDS 2016
BRONZE BEST AWARDS 2016
Most young women think pearls are just for grandma. So to launch Paspaley Pearls’ new collection, we created a campaign that would appeal to this youthful, sophisticated audience.
Exposing the inner workings of life on a photoshoot, this 10-minute short film combines beauty with absurdity. This branded content film created for Paspaley Pearls stars Clara Paget from Fast and the Furious and presents some of their latest jewelled collections in a creative story that pieces together what happened behind the scenes of their photo shoot.
Award-winning director Ariel Kleiman carefully navigates between dreams and nightmares, so the viewer is never completely sure what is going on.
Auckland Art Gallery’s “Light Show” is an exhibition that consists of a collection of intangible and stunning light sculptures. They truly are a wonder of light. But how do you advertise something that’s so intangible? Instead of showing the artworks themselves we turned the camera on the viewer to capture their emotional reaction to them instead.
BRONZE BEST AWARDS 2015
2 X BEST AWARDS 2015 FINALISTS
3 AXIS 2015 FINALIST
SILVER CANNES LION
2 BRONZE AT AWARD
SILVER AY YOUNG GUNS
To demonstrate the capabilities of roaming on Telecom's XT network we filmed a musical road trip across the U.S. As we travelled from NY to LA in our RV we filmed everything on the Motorolla Defy and shared our journey through frequent blog and Facebook updates - all using the XT Network.
Blues, country, rock and roll, jazz, bluegrass, soul and gospel. Made in The United States of America yet they’ve influenced the world over. This melting pot of race, politics and economics is as culturally diverse as it’s landscape yet it still hums along to an anthem that cuts through the lines of race, creed and colour.
New Zealanders Justin Devereux and Maria Ward set out on a 21-day road trip across the USA from East to West to dig deep into this rich musical landscape. From the Gospel churches of Harlem to the country music halls of Nashville to the birthplace of rock and roll and Elvis, Memphis, they cover it all.
Thanks to the help of Telecom New Zealanders are connected to this journey. The entire road trip is filmed using the Motorola Defy phone and shared through frequent blog and Facebook updates.
So it is true. From here we can do anything…even film a documentary on a phone and share it with our fellow kiwis.
To promote Air New Zealand’s sponsorship of Fashion Week a catwalk at 30,000ft was held in the skies between Sydney and Auckland.
The catwalk show gave celebrities, fashion buyers, the public and media a sneak preview of what they could expect from the big names at the upcoming Fashion Week.
ONE SHOW FINALIST
Instead of sending people out to collect money for breast cancer research, we made cups. The cups were the same as bra sizes AA, B, C and all the way up to D. They were sold nationwide and $5 from every set sold was donated to NZ Breast Cancer Research Trust.
BRONZE AT AWARD
FINALIST AT AXIS
Manholes and bolllards were painted with spray chalk as part of a campaign demonstrating the fun to be had while driving a MINI.
FINALIST AT CANNES
FINALIST AT THE ONE SHOW
SILVER AT YOUNG GUNS
YOUNG GUNS FINALIST