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  • SUB CATEGORY :
    BEST USE OF GAMES
  • COMPANY ENTERING :
    COLENSO BBDO, AUCKLAND
  • ENTRY TITLE :
    A DOG'S STORY
  • BRAND :
    PEDIGREE
  • ADVERTISER :
    MARS
  • AGENCY :
    COLENSO BBDO, AUCKLAND
  • CREATIVE CHAIRMAN :
    NICK WORTHINGTON
  • DIGITAL CREATIVE DIRECTOR :
    AARON TURK
  • COPYWRITER :
    HENRY WALL
  • ART DIRECTOR :
    EMILY OSBORNE
  • HEAD OF ART (TYPOGRAPHER) :
    MIKE DAVISON
  • DESIGNER (OUTDOOR) :
    BRENT COURTNEY
  • GROUP BUSINESS DIRECTOR :
    AHMAD SALIM
  • BUSINESS DIRECTOR :
    ABBI BARKER
  • ACCOUNT MANAGER :
    ALICE SOPWITH
  • HEAD OF PR & ACTIVATION :
    PAUL GUNN
  • STRATEGIC PLANNING DIRECTOR :
    NEVILLE DOYLE
  • DIGITAL DEVELOPER :
    ROAM LTD
  • JUNIOR PLANNER :
    AMY POLLOK
  • PRODUCTION DIRECTOR :
    TIM FREEMAN
  • AGENCY PRODUCER :
    NATASHA GILL/WILL THORRAT
  • DIGITAL PRODUCER :
    DAVID WAY
  • PROJECT DIRECTOR :
    MARIA BJORKMAN
  • DIRECTOR :
    FERNANDO HART
  • D.O.P/CINEMATOGRAPHER :
    AMBER JONES
  • POST-PRODUCTION COMPANY :
    WATERMARK LTD, AUCKLAND
  • DIGITAL ILLUSTRATOR :
    ANTON PETROV
  • SPECIAL EFFECTS COMPANY :
    WATERMARK LTD, AUCKLAND
  • ANIMATOR :
    DAVE WAY
  • ILLUSTRATOR :
    ANTON PETROV
  • SOUND PRODUCTION COMPANY :
    FRANKLIN RD., AUCKLAND
  • CAMPAIGN SUMMARY :
    AT THE HEART OF THE PEDIGREE BRAND IS THE DESIRE TO MAKE THE WORLD A BETTER PLACE FOR DOGS. THE EDUCATION GAP THAT EXISTS FOR MOST CHILDREN AROUND THE WORLD IN HOW TO BE SAFE AND HAPPY AROUND DOGS IS ONE OF THE BIGGEST BARRIERS GLOBALLY TO THIS VISION. A LACK OF EDUCATION LEADS TO MILLIONS OF AVOIDABLE DOG BITE INCIDENTS ALL AROUND THE WORLD EVERY YEAR. THIS PROJECT HAS SET OUT TO CREATE SOMETHING THAT, FOR THE FIRST TIME, TACKLES THAT ISSUE IN A WAY THAT IS GLOBALLY SCALABLE. THROUGH BASIC EDUCATION, A DOG’S STORY CAN CREATE POTENTIALLY LIFE SAVING RESULTS FOR BOTH HUMANS AND DOGS. ‘A DOG’S STORY’ IS AN EDUCATIONAL APPLICATION (FOR SMARTPHONES AND TABLETS) THAT TEACHES CHILDREN ON DOG SAFETY. ON AN ADVENTURE THROUGH A MAGICAL WORLD, CHILDREN WILL MEET DIFFERENT DOGS AND THEIR OWNERS - EACH OF WHOM TEACHES IMPORTANT REAL WORLD LESSONS ABOUT HOW TO INTERACT WITH DOGS. THE LESSONS WERE CREATED FROM EXHAUSTIVE RESEARCH INTO THE MOMENTS WHEN INCIDENTS BETWEEN DOGS AND CHILDREN ARE MOST LIKELY TO HAPPEN. WE IDENTIFIED THEM AFTER WORKING WITH DOG BEHAVIOURAL EXPERTS, VETS, NURSES, PARENTS AND THE AUCKLAND ANIMAL MANAGEMENT TEAM (THE LARGEST ANIMAL MANAGEMENT TEAM IN THE SOUTHERN HEMISPHERE). TO BRING THESE LESSONS TO LIFE IN A WAY THAT CHILDREN WOULD ACTIVELY WANT TO ENGAGE WITH, THE CREATION, CRAFT AND STORYTELLING APPROACH WAS ROOTED IN FURTHER RESEARCH WE UNDERTOOK WITH TEACHERS, CHILDREN’S AUTHORS, PARENTS AND MOST IMPORTANTLY, CHILDREN THEMSELVES.
  • THE BRIEF :
    GLOBALLY THERE IS A GROWING TREND IN GROWTH IN DOG BITES, AND IT’S REFLECTED STRONGLY IN NEW ZEALAND; THEY’VE BEEN GROWING BY OVER 10% YEAR ON YEAR. IN THE LAST DECADE, THAT EQUATES TO 100,000 INCIDENTS, MORE THAN 27 EVERY DAY. THE MOST LIKELY VICTIM OF THESE BITES ARE CHIDREN UNDER THE AGE OF 9 AND WHAT’S MORE, 75% OF THESE INCIDENTS INVOLVE A DOG THAT THEY KNOW. OFTEN THE CHILD IS LEFT SCARRED AND THE DOG PUT DOWN. THAT THE MAJORITY OF INCIDENTS INVOLVED DOGS THAT THE CHILD KNEW SUGGESTS THIS IS MORE THAN JUST BADLY TRAINED DOGS– IT’S A FUNDAMENTAL PROBLEM IN THE EDUCATION OF CHILDREN AND HOW TO BEHAVE AROUND DOGS. HOWEVER, RESEARCH REVEALED THERE’S NO CONSOLIDATED, ENGAGING, SCALABLE EDUCATION PIECE FOR CHILDREN. NO ONE ANYWHERE IS STEPPING UP TO ADDRESS THE PROBLEM OF EDUCATION IS SIMPLY NOT BEING ADDRESSED AND THEREFORE THINGS ARE GETTING WORSE.
  • THE STRATEGY :
    IT IS THE MISSION OF PEDIGREE’S TO MAKE THE WORLD A BETTER PLACE FOR DOGS. WE WANTED TO ADDRESS THE HUGE ISSUE OF THIS EDUCATION GAP AND IN DOING SO, NOT ONLY HELP DEAL WITH A GROWING SOCIETAL PROBLEM BUT ALSO HELP TO BUILD AN EMOTIONAL CONNECTION BETWEEN THE BRAND AND NEW ZEALANDERS. IDENTIDYING THERE’S VIRTUALLY NO PROGRAMMES TO TEACH CHILDREN DOG SAFETY, AND THOSE THAT DID WEREN’T MANY CHILDREN, WE SET OUT TO CREATE SOMETHING IMPACTFUL AND SCALABLE. 5-9 Y/O’S ARE OUR CORE TARGET MARKET. AS THEIR GENERATION ARE GROWING UP DIGITAL NATIVES, AND THAT 85% OF HOUSE HOLDS HAVE ACCESS TO 1+ SMART DEVICES, WE FELT THAT AN APP WOULD BE THE BEST WAY TO GIVE OUR EDUCATIONAL PLATFORM THE REACH IT NEEDED TO MAKE A REAL IMPACT. WE NEEDED TO CREATE AN APP BASED EXPERIENCE THAT WOULD DIRECTLY HELP CHANGE THE WAY CHILDREN WERE INTERACTING WITH DOGS.
  • THE EXECUTION :
    OUR EDUCATIONAL MESSAGE HAD THE POTENTIAL TO CHANGE LIVES. HOWEVER, IT NEEDED TO BE AN ENTERTAINING EXPERIENCE THAT CHILDREN WOULD NATURALLY GRAVITATE TO. ‘A DOG’S STORY’ IS AN EDUCATIONAL AND ADVENTUROUS APPLICATION (FOR SMARTPHONES AND TABLETS) THAT TEACHES CHILDREN ON DOG SAFETY. A CLASSIC STORY BOOK PLOT WAS WOVEN INTO AN INTERACTIVE GAME, ENABLING CHILDREN TO LEARN CORRECT DOG BEHAVIOUR BEFORE ENCOUNTERING THEM IN THE REAL WORLD. WE SHOWED HOW DOGS SHOULD BE APPROACHED, WHAT TO DO WHEN A DOG RUNS TOWARD YOU, WHEN THEY SHOULD BE LEFT ALONE, AND HOW TO READ A DOG’S BODY LANGUAGE, AMOUNTING TO SAFER RELATIONSHIPS BETWEEN CHILDREN AND DOGS. ALTHOUGH THE APP WAS DESIGNED TO EDUCATE CHILDREN, MANY ADULTS DON’T UNDERSTAND CORRECT DOG BEHAVIOUR EITHER. SO WE CREATED A SECTION FOR PARENTS THAT TAUGHT THEM THE IMPORTANT RULES AND HOW THEY COULD FURTHER EDUCATE THEIR CHILDREN BEYOND THE APP. BY PARTNERING WITH NUMEROUS CITY COUNCILS, STARTING WITH AUCKLAND, A DOG’S STORY BECAME PART OF SCHOOL CIRRICULUM IN CLASSROOMS AND COMMUNITIES NATIONWIDE.
  • THE RESULT :
    LAUNCHING IN APRIL 2016, ‘A DOG’S STORY’ IS STILL IN ITS INFANCY. HOWEVER, WE KNEW THAT GETTING IT TO 5-9 Y/O CHILDREN & HAVING THEM ACTIVELY USE IT WAS CRUCIAL. IN TERMS OF USAGE, IN THE FIRST MONTH USERS HAVE ALREADY SPENT A TOTAL OF 2,503 HOURS ON THE APP LEARNING ABOUT DOG SAFETY. THE AVERAGE SESSION LENGTH IS 7 MINS 6 SECONDS; USERS ARE SPENDING 30% LONGER PLAYING A DOG’S STORY THAN THE AVERAGE TIME SPENT WITH EDUCATIONAL APPS, 89% LONGER THAN MOBILE APPS IN GENERAL. THE MOST IMPORTANT RESULT HOWEVER IS THAT COUNCILS AND EDUCATIONAL BOARDS THAT ARE ADOPTING ‘A DOG’S STORY’ AS THEIR OFFICIAL CURRICULUM FOR DOG EDUCATION, GIVING US ACCESS TO ALL OF NZ’S 400,000 5-9 Y/O’S. WHILST A NZ INITIATIVE, IT’S FAR FROM BEING A NZ ONLY PROGRAM. MARS ARE TRANSLATING AND ROLLING IT OUT GLOBALLY, STARTING WITH US, FRANCE AND GERMANY.
  • URL :
    http://www.ourshowroom.co.nz/adogsstory/
  • AWARD :
    FINALIST
  • SUB CATEGORY :
    BEST USE OF INTERACTIVE & SOCIAL MEDIA
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, SEOUL
  • ENTRY TITLE :
    CUBE MOVIE
  • BRAND :
    GALAXY S8
  • ADVERTISER :
    SAMSUNG ELECTRONICS
  • AGENCY :
    CHEIL WORLDWIDE, SEOUL
  • CEO & PRESIDENT :
    JEONGKEUN YOO
  • CREATIVE DIRECTOR :
    ALEX HYUCKJIN KWON/KYOUNGMIN KOONG
  • COPYWRITER :
    CHAESEUNG LEE
  • ART DIRECTOR :
    WONGI RYU/JUNGSUB KIM/MINJUNG KIM/INKYUNG JANG/
    HYOMYUNG KIM/JAEHOON CHOI
  • DIGITAL BUSINESS :
    TAIHAI KIM
  • DIGITAL CAMPAIGN :
    JIYOUNG SUH
  • ACCOUNT DIRECTOR :
    JEONGNAM KWON
  • ACCOUNT EXECUTIVE :
    BYOUNGJU KWAK/JEONGWOO LEE/SEUNGJAE LEE/JISU KIM
  • STRATEGIC PLANNING DIRECTOR :
    HYUNCHANG ROH
  • STRATEGIC PLANNER :
    BYUNGHEE KANG/DAEHYEOK KWON/HYERIN CHUNG/HYEMIN JOO
  • DIVISION LEADER (BUSINESS) :
    KYUNGWON KO
  • AGENCY PRODUCER :
    CHANGYONG PARK/YOUNGJIN OH
  • FILM PRODUCTION COMPANY :
    617 PRODUCTIONS, SEOUL/EELEMENT PICTURES, SEOUL/
    PLANIT PRODUCTION, SEOUL
  • DIRECTOR :
    ZONGBAIK/SUNGZOO KIM
  • EXECUTIVE PRODUCER :
    JIYOUNG LIM
  • POST-PRODUCTION COMPANY :
    DOES INTERACTION, SEOUL/NOOONISET, SEOUL
  • GRAPHIC DESIGNER :
    NOOONISET
  • PRODUCTION CHIEF :
    SANGJUN LEE
  • CAMPAIGN SUMMARY :
    MILLENNIALS DON’T HESITATE TO SKIP ADS. HOW TO MAKE MILLENNIALS WILLINGLY WATCH VIDEOS TO THE END? THE ‘CUBE MOVIE’ CAMPAIGN INSTANTLY ASSEMBLES A PERSONALIZED MOVIE BASED ON 4 DIGITS. EACH STORY HAS 4 PLOT POINTS: INTRO, DEVELOPMENT, TWIST, AND ENDING. WE FILMED 10 VERSIONS OF EACH PLOT POINT TO MATCH DIGITS 0 THROUGH 9 WITH 10,000 POTENTIAL STORY COMBINATIONS. CONSUMERS CAN ENJOY MOVIES OF DIFFERENT GENRES, AND LEARN ABOUT FEATURES OF THE GALAXY S8. ROUGHLY 1 MILLION PERSONALIZED MOVIES WERE CREATED AND VIEWED IN THE 1ST MONTH. THAT IS AN IMPRESSIVE AND SHOCKING AMOUNT, CONSIDERING THESE WERE ACTIVE VIEWERS WHO DIDN’T SKIP THE VIDEO.
  • THE BRIEF :
    SOUTH KOREAN MILLENNIALS FEEL UNCOMFORTABLE WATCHING THE ENDLESS FLOOD OF COMMERCIALS THESE DAYS. THEY DON’T HESITATE TO SKIP ADS AT THE FRONT AND END OF CONTENT THEY’RE WATCHING. SAMSUNG ELECTRONICS USED A NEW WAY TO LAUNCH THE GALAXY S8, SHOWING ITS INNOVATIVE USABILITY TO ITS MAIN TARGET, MILLENNIALS, WHILE INCREASING BRAND APPEAL. WE NEEDED A CAMPAIGN WHERE MILLENNIALS COULD ACTIVELY AND CONVENIENTLY PARTICIPATE IN. HOW CAN SAMSUNG MAKE SURE THEIR MAIN TARGET, MILLENNIALS, WOULD WILLINGLY WATCH VIDEOS TO THE END? INSTEAD OF JUST BEING PASSIVELY EXPOSED TO ADS, HOW CAN WE ENGAGE CONSUMERS TO ACTIVELY PARTICIPATE IN THEM?
  • THE STRATEGY :
    MILLENNIALS IN KOREA SEARCH FOR ENGAGING CHANNELS WITH CONTENT THAT FITS THEIR PERSONALITY. TO MAKE THE 'CUBE MOVIE' CAMPAIGN MORE APPEALING, IT SHOULD HAVE VIDEO CONTENT TAILORED FOR INDIVIDUALS, NOT FOR THE GENERAL PUBLIC. AND, THE VIEWERS MUST BE ACTIVELY INVOLVED PARTICIPANTS IN THE PROCESS. TO OFFER A VIDEO THAT FEELS PERSONALIZED TO EACH USER, WE PROMPTED THEM TO “ENTER THE LAST FOUR DIGITS OF YOUR PHONE NUMBER” TO RECEIVE A VIDEO GENERATED BASED ON THEIR PHONE NUMBER THAT REPRESENTS THEIR OWN UNIQUENESS. ALSO, VIDEOS WERE NOT SHOWN BY SHUFFLING, BUT ONLY AFTER INPUTTING THEIR DIGITS.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    TO GENERATE 10,000 VIDEO COMBINATIONS, WE NEEDED 40 WELL-EDITED CLIPS. TWO MONTHS OF STORY WORK, AND TWO WEEKS OF SHOOTING TOOK PLACE SETTINGS AS VARIED AS THE 1920S, OUTER SPACE, AND BAMBOO FIELDS. WE USED VARIOUS MEDIA TO PROMOTE THE CUBE MOVIE CAMPAIGN TO ATTRACT PARTICIPATION. IT WAS SIMPLE TO ACCESS PERSONALIZED MOVIES ANYTIME AND ANYWHERE WITH OUR EASY, INTUITIVELY DESIGNED WEB/MOBILE SITE. ALSO, IPTV SUBSCRIBERS COULD VIEW THE VIDEOS ON THEIR TVS AT HOME BY INPUTTING NUMBERS ON THEIR REMOTE CONTROL.
  • THE RESULT :
    THE NUMBER OF VIDEOS WATCHED BY INPUTTING THEIR OWN LAST 4 PHONE NUMBER DIGITS REACHED 1,060,000 IN ONE MONTH. PEOPLE ACTIVELY DOWNLOADED 26,000 VIDEOS. IT'S THE ACTIVE ENGAGEMENT OF CONSUMERS IN WATCHING THESE VIDEOS THAT MATTERS MOST. ALSO, THE AVERAGE MINUTES SPENT ON THE SITE PER VISIT DOUBLED TO ABOUT 9.6 MINUTES, AND FOLLOW THROUGH FROM BROWSING TO PURCHASING THE GALAXY S8 INCREASED CONSIDERABLY. AS A RESULT, THE GALAXY S8 ACHIEVED HIGHER SALES COMPARED TO THE PREVIOUS GALAXY S7, WITH THE CUBE MOVIE CAMPAIGN VIDEOS GENERATING MORE THAN 14 MILLION VIEWS, ALL CONTRIBUTING TO SHOWCASE THE GALAXY S8 BEST FEATURES.