Great advertising goes to the dogs
The D&DA awards are a pretty big deal in the world of advertising. Each year they award a very small number of “Black Pencils” to the very cream of the advertising crop globally. This year Black Pencils were awarded to Procter’s Gamble’s #LikeaGirl and Intermache’s “Inglorious Fruit”. Both huge viral hits.
For the very first time a New Zealand campaign also won one of the coveted Black Pencils, one of only five awarded globally this year. Colenso BBDO/Proximity created a radio station for dogs for Pedigree. The campaign achieved 10 times the reach of the original budget and lead to a 3 year sales high within 2 months of launch. Check out how they did it:
Here’s a few other creative canine campaigns that have been released recently:
1. From Australia – Pedigree “Feed the good”
2. My Dog – The one who misses you the most
As well as stocking up on duty-free alcohol and Toblerone, My Dog is hoping you’ll want to pick up treats for your canine best friend when you arrive home.
3. World For All Animals #AStreetDog’s Life
And to end on a sober note, this is a stark contrast to My Dog’s opulent approach. World For All Animal Care & Adoptions is a Mumbai-based animal welfare organisation. They rescue and sterilise stray animals for adoption.