The phone accessory which uses the irresistibility of Pedigree DentaStix to ensure you always capture the perfect dog selfie.
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.
ONE SHOW: 2 GRAND PRIX, 3 GOLD
CANNES 2018: 1 GOLD, 1 SILVER, 3 BRONZE, 4 FINALISTS
CANNES 2019: 2 FINALISTS
D&AD 1 WOOD PENCIL
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)
WARC GUN REPORT: #18TH CAMPAIGN IN THE WORLD
PEDIGREE #3 TOP BRAND
D&AD’s 2008 call for entries took tenacity and creative excellence to assemble.
Winning a D&AD pencil 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 patience and 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.
BEST IN SHOW HOW INTERNATIONAL DESIGN AWARDS
ADC BRONZE
ADCC 1 SILVER, 1 BRONZE, 1 MERIT
The treehouse restaurant built using only the companies and resources found within the Yellow Pages.
Yellow Pages claims it can help anyone get any job done. We decided to prove it by challenging someone to build a restaurant in a tree using only Yellow Pages to make it happen. We picked Tracey, an unknown accordion player from 200 applicants, and based her in a redwood forest with Yellow books, a laptop and a mobile phone. Over three months she worked with more than 65 Yellow listed companies to build a treehouse restaurant. We documented it and kept New Zealand updated via a website, outdoor and TV advertising. Tracey actually opened the restaurant and more than 2,000 people enjoyed dining ten metres above ground in its first month. This campaign saw Yellow Pages steal share of search back from Google - the only time this had ever happened, anywhere in the world.
D&AD YELLOW PENCIL
2 SILVER, 2 BRONZE AT CANNES
SILVER AT THE ONE SHOW
BEST IN SHOW APAC EFFIES
FINALIST AT CLIO
GOLD AND SILVER AXIS AWARD (NZ)
GOLD YOUNG GUNS
Skinny will do anything to keep their telco prices low. So they open sourced 34 bespoke radio scripts as OOH placements so anyone could record them on their mobile – for free.
Each script was contextually relevant to its location, and included a phone number that took callers to an answering machine. From there, the recordings were dispatched as radio ads. The result was an OOH campaign that doubled as a radio campaign and tripled as Skinny’s most effective recruitment campaign ever.
Made with:
www.simonvicars.com
www.hadleighsinclair.com
Charlotte Upton
Callum MacDonald
CANNES GRAND PRIX RADIO & AUDIO, B2B 2023
CANNES GOLD CRAFT, COPYWRITING 2023
CANNES GOLD MEDIA, EXCELLENCE IN MEDIA CRAFT 2023
CANNES SILVER RADIO & AUDIO, USE OF RADIO/AUDIO AS A MEDIUM 2023
CANNES SILVER OUTDOOR, BREAKTHROUGH ON A BUDGET 2023
CANNES SILVER DIRECT, USE OF PRINT/OUTDOOR 2023
CANNES SILVER MEDIA, USE OF AUDIO PLATFORMS 2023
CANNES BRONZE RADIO & AUDIO, BREAKTHROUGH ON A BUDGET 2023
CANNES BRONZE DIRECT, COPYWRITING 2023
CANNES SHORTLIST RADIO & AUDIO, CASTING & PERFORMANCE 2023
CANNES SHORTLIST RADIO & AUDIO, SCRIPT 2023
CANNES SHORTLIST OUTDOOR, INNOVATION IN OUTDOOR 2023
CANNES SHORTLIST BRAND EXPERIENCE & ACTIVATION, BREAKTHROUGH ON A BUDGET 2023
D&AD YELLOW PENCIL EXPERIENTIAL, B2C ACTIVATIONS 2023
D&AD YELLOW PENCIL DIRECT, PRESS & OUTDOOR 2023
D&AD WOOD PENCIL DIRECT, ACQUISITION & RETENTION 2023
D&AD WOOD PENCIL RADIO & AUDIO, CAMPAIGN 2023
D&AD SHORTLIST MEDIA, RADIO & AUDIO 2023
SPIKES GRAND PRIX RADIO & AUDIO. INNOVATION 2023
SPIKES GRAND PRIX OUTDOOR. INTERACTIVE & IMMERSIVE EXPERIENCES 2023
SPIKES GOLD RADIO & AUDIO. INNOVATION 2023
SPIKES GOLD OUTDOOR. INTERACTIVE & IMMERSIVE EXPERIENCES 2023
SPIKES BRONZE MEDIA. CHALLENGER BRAND 2023
CLIOS GOLD RADIO & AUDIO 2023
CLIOS GOLD OUTDOOR 2023
BEST ADS BEST OUTDOOR MARCH 2023
THE ONE SHOW GOLD DIRECT MARKETING 2023
THE ONE SHOW BRONZE OUT OF HOME 2023
THE ONE SHOW BRONZE AUDIO & RADIO 2023
CAPLES GOLD RADIO 2023
CAPLES SILVER OOH 2023
CAPLES SILVER PRINT 2023
CAPLES BRONZE INTEGRATED 2023
CAPLES BRONZE BEST WRITING 2023
INTERNATIONALISTS AWARDS FOR INNOVATION IN MEDIA GRAND PRIX 2023
AXIS GOLD COPYWRITING OOH - STRIP CLUB 2023
AXIS GOLD INTERACTIVE OUTDOOR - STRIP CLUB 2023
AXIS GOLD OUT OF HOME CAMPAIGN 2023
AXIS GOLD DIRECT CAMPAIGN 2023
AXIS GOLD CREATIVE USE OF MEDIA 2023
AXIS GOLD RADIO 30" OR BELOW - DAIRY 2023
AXIS GOLD RADIO 30" CAMPAIGN 2023
AXIS SILVER COPYWRITING OOH - LAWYER 2023
AXIS SILVER INTERACTIVE OUTDOOR - LAWYER 2023
AXIS SILVER BRAND EXPERIENCE & ACTIVATION 2023
AXIS SILVER RADIO 30" OR BELOW - STRIP CLUB 2023
AXIS SILVER RADIO 30" OR BELOW - DIMLY LIT 2023
AXIS BRONZE COPYWRITING OOH - OAT MILK 2023
AXIS BRONZE INTERACTIVE OUTDOOR - FORT ST 2023
AXIS BRONZE NEWSPAPER 2023
AXIS BRONZE RADIO 30" OR BELOW - K ROAD 2023
APAC GOLD BEST USE OF AUDIO 2023
APAC GOLD BEST ENGAGEMENT STRATEGY 2023
APAC GOLD BEST INTEGRATED CAMPAIGN 2023
APAC SILVER BEST LOCAL BRAND CAMPAIGN 2023
A single piece of code that can be added to any website, instantly updating gender forms and fields to be inclusive.
Right now, most of the internet still runs on two gender data points - male and female. Which makes trans and non-binary people invisible online, and the data captured on them inaccurate.
So Spark created Beyond Binary Code - a single piece of code that can be added to any website, instantly updating gender forms and fields to be inclusive. The code helps businesses truly understand the trans and non-binary community by making them visible for the first time through data.
CANNES: 1 SILVER, I FINALIST GLASS LION, 4 FINALISTS
D&AD: 1 WOOD PENCIL, 2 FINALISTS
ADSTARS: 2 GOLD, 2 SILVER
CAPLES: 1 SILVER, 1 BRONZE
ONE SHOW: 1 SILVER, 2 BRONZE
Made with:
The digital tool which teaches your hands how to check for breast cancer.
One in nine New Zealand women will be diagnosed with breast cancer in their lifetime, because they are only looking for one of nine symptoms - lumps. So we created Pre Check: a multisensory training tool that reproduced the feelings of early stage breast cancer through your phone screen.
Pre Check uses haptic technology to create unique vibration sequences that teaches your hands how to look for breast cancer. When combined with audio and visual cues, the experience simulates a virtual self-check. The complex utility was available for free to all women, allowing them to simply feel around their phone screen looking for abnormalities - just as you would your own breast. Personalised reminders changed behaviour by establishing routine self-checks.
CAPLES GOLD X 2, SILVER X 1, BRONZE X 1, SHORTLIST X 1
CANNES - 1 SHORTLIST
ASIA ONE SHOW SHOWCASE - 1 FINALIST DIRECT SOCIAL
ADSTARS - 2 FINALIST, 2 BRONZE
SPIKES - 1 x GOLD, 1x SILVER, 1 xFINALIST
ECHO - 1 x SILVER
BEST AWARDS - 1 X GOLD
WEBBY NOMINATION
AXIS SILVER X 7
BESTADS: BEST IN INTERACTIVE
The banana stand that debunks myths around nuclear energy.
There’s a common misconception that nuclear energy exposes us to dangerous levels of radiation.
With the help of Constellation Energy, the Come Clean Coalition formed to help raise awareness of the benefits this clean energy source and it’s potential to reduce emissions.
One of the safest and cleanest forms of energy, we helped people understand that there’s more radiation in a banana than there is living within fifty miles of a nuclear power plant for a year.
Making insuring your stuff as easy as posting about it.
Gen Z love their stuff. Finding stuff, buying stuff, tracking stuff, unboxing stuff, and sharing stuff on social media. But despite spending money on big things, only half of them were buying contents insurance. So we made insuring their stuff as easy as posting about it. Tally My Post uses multi-pass cloud vision machine learning technology to analyse a social post image, recognise the contents within it, cross reference those contents against claims data, and generate a quote to insure them. Photos became quotes. Quotes became policies. And a generation of young stuff-loving New Zealanders hardly lifted a thumb.
ONE SHOW 2023 - 1 BRONZE
SPIKES 2023 - 1 SILVER
AXIS 2023 - 2 SILVER, 2 BRONZE
Listen to the PODCAST
Do the HUMAN TRAINING PROGRAM
As AI starts to play a more significant role in our lives and our creative futures, How to Stay Human uncovers practical ways to stay more connected to our humanity and more creative because of it.
Creativity; defined as the human ability to generate new and original ideas and perhaps one of the most other-worldly aspects of the human experience. Magical, unstoppable and often intangible, it's nothing short of extraordinary. Dr Graham Mead and Maria Devereux explore practical ways for us to inspire, enhance and celebrate our creativity.
A story about the positive impact a business can have on a young New Zealander.
Bank of New Zealand remind New Zealanders of the important role a business can play in someone’s life. The ad, directed by Nathan Price at Ruskin, follows a teenage boy with a love for dance living in rural New Zealand. While his skills and dedication to dance are obvious, it’s also clear he’s alone in his pursuit. His story of isolation is set to a stripped back cover of Robyn’s song, ‘Dancing on my own’. The end reveals that while he might be physically disconnected from the people who love what he does, he’s connected through an online dance school.
AXIS 1 GRAND PRIX, 1 GOLD, 3 SILVER, 1 BRONZE
CANNES - 1 FINALIST
The pro-nuclear protest made possible by extreme heat.
The ten hottest years on record have occurred in the past decade, and in Texas alone, there’s been record-breaking heat three summers in a row. Fossil fuels still account for 84% of the United States energy production so The Come Clean Coalition was established to advocate for the benefits of clean nuclear energy. With lower emissions than solar and less air pollution than fossil fuels, it’s a safe alternative and instrumental in avoiding catastrophic and unpredictable climate change. Fun fact: It’s actually safer to work in a nuclear power plant than a grocery store,
The Come Clean Coalition partnered with young clean energy advocates to be loud about their support for nuclear energy. In the height of September heatwaves, Austin students become activists with heat- activated t-shirts that only became visible when temperatures rose. By using fashion as a medium, students became walking billboards for clean nuclear energy, and effectively spread their message at a moment when the consequences of climate change could be felt by everyone around them.
SILVER CANNES LION
BRONZE CLIO
2 BRONZE AT AWARD
SILVER AY YOUNG GUNS
A permanent international monument dedicated to New Zealand's 100% sustainable energy future.
New Zealand’s largest bridge was lit for the very first time to commemorate their ambitious energy goal, to be 100% renewable energy by 2035. During the day solar batteries charge and when the sun goes down every night this landmark reminds people just how bright a sustainable future can be.
SPIKES - 1 BRONZE
BEST AWARDS 2018 - 2 GOLD, 1 SILVER , 3 FINALISTS
AXIS - 1 SILVER, 1 RBONZE, 3 FINALISTS
MUMBRELLA AWARDS 2018 - HIGHLY COMMENDED
An adoption platform which used data to help dogs find their perfect human match.
Pedigree’s mission is to end pet homelessness by 2030. But 1 in 5 animals are returned to shelters because they aren’t a good match for their new family.
We needed to rethink adoption. So we launched MyHooman. The first end-to-end adoption system, that puts dogs first.
For shelters, MyHooman is a full-service shelter management system that takes the admin load and combats compassion fatigue. For adopters, it's a simple, personalised, one-stop adoption hub. And for dogs, its smart match algorithm means they’re matched with the right hooman, the first time - so they’re less likely to be returned to a shelter.
CREATIVE DATA SPIKE 2022
SPIKES - 1 x BRONZE 2022
CANNES - 1 SHORTLIST
AXIS - 2 X BRONZE 2021
BEST AWARDS - 2 X SHORTLIST 2021
NZ EFFIE - 1 SILVER, 2 BRONZE 2021
An annoying lump which followed you around the internet until you booked 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
A series of mental and motor-skill tests which interrupted a potentially impaired online shopping purchase.
It might be a late night dazed shopping spree, or a post wine impulse purchase, but impaired online shopping is a multi-billion dollar industry. To help New Zealanders be good with money at their most vulnerable, we created ‘Checkout Checkpoint.’ A series of mental and motor-skill tests that interrupted a potentially impaired path to purchase. Each game was imbedded into time-based link ads within Instagram that interrupted late night online shoppers, to ensure they were fit to hit buy-now. The UX and UI were designed to disrupt shoppers and keep them engaged, therefore not shopping, by mimicking familiar games.
CAPLES - BRONZE X 1, SHORTLIST X 2
ECHO - 1 X SILVER
ONE SHOW - SHORTLIST X 2
SPIKES - 1 FINALIST
ADSTARS - 1 FINALIST
ASIA ONE SHOW - MOBILE APPS
AXIS - 2 SILVER, 4 BRONZE, 2 FINALISTS
The comprehensive annual report which uses data to predict the unpredictable.
New Zealand is one of the safest places in the world to live, but New Zealanders are not safe people. Their adventurous, do it yourself attitude is a point of pride, but leads to a lot of mistakes. So, State Insurance conducted a two year data audit — one of the largest in insurance history to help avoid mistakes before they’re about to make them. 4M+ data points from claims, weather, statistical and transport data were analysed to create The Mistake Report. An annual report that helps a nation learn about the mistakes they’re most likely to make on specific days of the week, times, locations — even names of people most likely to make them.
CANNES - 1 FINALIST
NZ EFFIES - 4 SILVER
AXIS - 1 SILVER, 2 BRONZE
The world’s first fashion show held at 30,000ft.
To promote Air New Zealand’s sponsorship of NZ Fashion Week a catwalk at 30,000ft was held in the skies between Sydney and Auckland.
The catwalk show gave celebrities, fashion buyers and media travelling to the event a sneak preview of what they could expect from the big names at NZ Fashion Week.
ONE SHOW FINALIST
CLIO FINALIST
AWARD FINALIST
A content creation platform for dogs.
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.
CANNES - 1 SHORTLIST
AXIS 2 FINALISTS
A digital spread of breast cancer which helped people understand the wide reaching impact of the disease.
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.
BEST AWARDS - GRAND PRIX PURPLE PIN, 1 GOLD
BEST INTERACTIVE - BEST AWARDS
LURZERS ARCHIVE
FWA - SITE OF THE DAY
AWWWARDS - SITE OF THE DAY
CSS AWARDS - SITE OF THE DAY
This film behind the film perfectly depicted the intrigue and mystery that lies behind these elusive pearls.
BRONZE AXIS AWARDS 2016
3 x FINALISTS AXIS AWARDS 2016
BRONZE BEST AWARDS 2016
Most young women think pearls are just for grandma but these pearls are far more interesting than that.
To launch Paspaley Pearls’ new collection, we created a campaign that exposed the inner workings of life on a Paspaley photoshoot - but all was not as it seemed. Featuring Clara Paget from Fast and the Furious, this 10 minute film perfectly combines beauty with absurdity and captures the imaginations of women wanting to own something unique and elusive. Award-winning director Ariel Kleiman carefully navigates between dreams and nightmares, so the viewer is never completely sure what is going on.
A digital currency converter which read and converted any price tag anywhere around the world.
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.
CAPLES: 1 BRONZE
BEST AWARDS - 1 BRONZE
AXIS: 2 BRONZE, 1 FINALIST
NZDM: 1 BRONZE
BEST AWARDS: 1 BRONZE
A digital banking avatar which helped young New Zealanders become financially literate.
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 launch of an insurance brand which promised to help those who need it most - busy people.
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.
AXIS BRONZE X 2, FINALISTS X 8
CAPLES - FINALIST
NZDM - 4 SILVER, 1 BRONZE
An emotional reaction to the artworks convinced others to see the exhibition.
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
A collection of renaissance paintings taught modern day women about the signs and symptoms of breast cancer.
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
SPIKES: BRONZE x 1
