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 1 GOLD, 1 SILVER, 3 BRONZE, 4 FINALISTS
ONE SHOW 2 GRAND PRIX, 3 GOLD
ONE CLUB FOR CREATIVITY - NAMED ONE OF THE BEST DOG COMMERCIALS OF ALL TIME
CLIO 2 GOLD, 1 SILVER
AXIS 1 GOLD 6 BRONZE
ADFEST GRAND PRIX MOBILE
ADSTARS GRAND PRIX, 4 GOLD, 6 SILVER
CAPLES 1 GOLD, 2 SILVER
CREATIVE POOL, 1 GOLD, 1 SILVER
AWARD 2 GOLD, 1 SILVER
BEST AWARDS, 1 FINALIST