Dog Hotel Doggyday Inn "Abandoned posters"

On holiday? leave your dog here: Dog hotel Doggydayinn.be

Agency: 10 Advertising Antwerp, Belgium.

Animal Rescue Shelter "Trow us a bone"

Dwarfed by bigger charities during a tough economic period, their objective was to create a unique idea for the Sydney Dogs & Cats Home, to boost awareness, donations and dog adoptions. But rather than use a ‘poor me’ charity approach, they decided to entertain people and engage them. This idea was relevant because they created a ‘Wonder Dog’ for a dog’s home, and people love interacting with intelligent animals. The strength of the creative was that it used innovative media to encourage people to donate in a positive way and offer them an immediate reward. In Australia, ‘throw us a bone’ means 'please help us'. They created their own entertaining content, Frankie the Wonder Dog. They pioneered a convergent technology platform that enabled people to interact in real-time with him. People ‘threw’ Frankie a bone via SMS and received an instant dog trick in return. Every bone thrown was a $5 donation. Great results in just three days: • 1327 bones thrown; • 17.4% of people threw two or more times; • 25% of dogs needing homes adopted; • 600% increase in new volunteers; • Over $150,000 in free media from Optus, Inspire, Fairfax, News Limited and JCDecaux. Bronze Cannes Lions Direct Winner.

Agency: M&C Saatchi/Mark Sydney, Australia.

Iams Dog Food "Frisbee"

Iams Dog Food makes strong dogs.

Agency: Saatchi & Saatchi Sydney, Australia.

Eukanuba "Fetch"

Convince people that Eukanuba is good for brain development and function. Eukanuba contains an optimal balance of Omega 3 and Omega 6 essential fats. One of the main benefits of these is that they help with brain development and function. So really, Eukanuba dogs are not only healthier and shinier. They are also smarter. But they don't just want to say that Eukanuba dogs are smarter. They want to show it. They found five well-trained dogs. Some pretty and some less pretty. And then they spent some time training them to carry Eukanuba bags around in their mouths. Once they had perfected this task, we took them to busy shopping centres and trained them to walk between two established points. The reactions were exactly what they hoped for.

Agency: Saatchi & Saatchi Johannesburg, South Africa.

Frontline Flea & Tick Spray "Crawling"

A local petstore chain with limited budgets needed to push their range of de-ticking products. They needed a solution that was affordable yet impactful. The insight - you may be close to your pet but totally blind to flea infestations. Huge 225 sq.meter stickers, across 3 malls crawling with people were used cityeide to highlights their leading product range. The amusing, memorable and surprising use of simple ambient media made JakPetz and its Frontline products get more attention than any expensive ATL campaign. The outcome? Less fleas more sales. Happy dogs even happier clients!

Agency: Saatchi & Saatchi Jakarta, Indonesia.

Pedigree "Puppy"

As the winner of JCDecaux’s innovate competition, Whybin\TBWA\TEQUILA, won $100,000 worth of media and production from JCDecaux for their client Pedigree. The winning entry created by Kara Grey at TEQUILA\, allows passers-by to play with and teach a ‘virtual puppy’. At these panels, the public are able to interact with the puppy and teach it new tricks such as throwing a Pedigree Dentabone and playing ball. The campaign then prompts people to visit puppy.com.au to obtain information including puppy training and advice.

Agency: Whybin\TBWA\TEQUILA, New Zealand.

Advance Pet Food "Tongue"

Convince pet owners that premium Advance Pet Food gives pets the nutrition they may be missing. Drive them to their nearest Advance stockist.They didn't want to get lost in the clutter with other DM material. So this piece used the letterbox space in a new, innovative way. Rubber tonques were left hanging out of mailboxes - mimicking hungry dog's tonques. Stuck to each tonque was a card explaining how Advance Pet Food can give pets all the nutrition they crave. A web adress with a store locator drove purchase.

Agency: Clemenger BBDO Melbourne, Australia.

Paws Malaysia "Free me"

They placed these posters for Paws Malaysia at vets in town. The poster featured tabs with numbers at the bottom. When pet owners tried to take the number, the entire “bar” from the cage peels off. It proved so popular they ran out of tabs to replace the posters within a week.

Agency: Dentsu, Malaysia.

Pedigree "powered pups"

Pedigree wanted to create awareness of their Pedigree Puppy Formula and the nutritious energy it will give small dogs and puppies. Because the dogs are smaller, they generally use a dog-flap in the door and don't need to be let out. They placed dog-flap decals on the front door of houses around the suburbs. However, instead of placing them at the bottem of the door were dog-flaps are usually found, they were placed at the top, implying that the dog had the energy to jump through the top. They also slipped a sample of the Pedigree Puppy Formula under their doors for their dogs to try.

Agency: TBWA Hunt Lascaris, South Africa.

Pedigree Dogstore "Wish I was here"

Wish I was here. But I'm not. Come visit me and other great shelter dogs at the Pedigree Dogstore.

Agency: TBWA\Chiat\Day Los Angeles, USA.

Catsan Magazine.

When compared to other litters, research proves that Catsan lasts up to three times longer, has a higher absorption power of odours, and produces much less dust. All in all, it makes kitty's "bathroom" a much more pleasant place. The challenge, then, was to convince owners that Catsan is worth the higher purchase price. Cats will want to spend more time in the bathroom; and since reading in the toilet is common human behaviour, why not introduce cats to the same habit? They created a magazine catering to cats, adapted to their size, with articles and ads (both real and make-believe) aimed at them. For cat owners (and to push trial) they included an insert with discount coupons and a "torture test" device. Masterfoods received 800 of the "torture tests" back during the very first week.

Agency: OgilvyOne Lisbon, Portugal.

IAMS "Happy Dog"

"Happy Dog" A fun way to demonstrate that IAMS is good for dog's wellbeing. A plastic tail is stuck on the windscreen wiper and moves from right to left as if the dog was happy.

Agency: Saatchi & Saatchi Paris, France.

Dogtoys "Keeps your dog smiling"

The brief was to give dogtoys.nl some extra attention a week before world animal day, with a minimal budget. The tennisball is a well-known dogtoy. Exactly the reason why this item is chosen to promote dogtoys.nl; the biggest webshop with different kinds of dogtoys. We dropped 500 tennisballs in city-parcs. When the dog ran to his owner with his new found toy, it read: "Buy something different for a change. www.dogtoys.nl. Dogtoys keeps your dog smiling". And that makes the owner smile as well.

Agency: &KS, The Netherlands.

Sydney Dogs & Cats Home.

The Sydney Dogs Home also re-houses cats. Or tries to. But because of their name, no one associates them with cats. As a result over 65% of cats were being put down. So the Sydney Dogs home changed its name to the Sydney Dogs & Cats Home. This DM was sent to media influencers to make them aware of this change in the hope that it would generate free media coverage. Within the first week of mailing, five articles had been written and a story was run on a local current affairs TV program (free coverage worth $85,000 from a mailing costing a total of $269).

Agency: M&C Saatchi Sydney.

Pedigree "Doggy Style"

The aim was to establish a new dog food product in the market which is specifically created for puppies, while staying true to Pedigree´s proposition 'For the love of Dogs'. The most influential opinion leaders regarding all things 'dog' related are, without a doubt, dog breeders. And since they make a living in the 'dog reproduction business', obviously the thing that matters most to them, are puppies. In order to win them over for our new product we created the 'Doggy Style Magazine'. The Pedigree way of pushing 'puppy-production'. And there fore our sales.

Agency: TBWA\Germany, Berlin.

FAADA.

Lots of people break relationships too easily. Every day thousands of animals are abandoned and sacrificed. Sponsor it for only 6 € per day or adopt it. It needs you.

Agency: Contrapunto, Barcelona.

Friskies "Bird food"

On the top of this oversized box the adveriser put a bird feeder. The best thing is that they use free birds as part of their installation and highlight the product benefit.

Agency: Leo Burnett, Portugal.

Ped news from Pedigree.

A nice reminder of the “friend’s day”, July 20th. Dog owners immediately knew what to buy for their dog.

Agency: TBWA\Brazil.

Friskies “Milkoholics”

Friskies developed a new product innovation, Milk Essentials™, to add to some SKUs giving their brand a stronger point of difference. This combined the taste of milk which cats love, without lactose that can cause digestion problems. They invented Milkoholism in cats, a tongue-in-cheek comparison to alcoholism, focused on a teaser campaign to create cut through and word of mouth. This utilised multiple touchpoints based on target market knowledge, driving owners online for more information. They then introduced Purina Friskies with Milk Essentials™ as a solution to Milkoholism . This aimed to drive trial, encourage feedback and interaction via the web, Milkoholics Anonymous on radio, public relations to extend coverage and instore advertising to encourage purchase. Momentum was strengthened through radio, point-of-purchase, street theatre outside supermarkets, and a magazine campaign, promoting trial and sampling.

Agency: OgilvyOne Worldwide, New Zealand.

Pedigree "Dog's love Pedigree"

The goal was to come up with a remarkable idea to put Pedigree in the spotlight on world animal day. We placed stickers in the shape of a dog barge in front of supermarkets and pet stores. These stickers were treated with essence of Pedigree dog food and therefore irresistible for every dog passing by. They ran towards the sticker and began to lick, sniff and wagged their tails. Dog owners immediately knew what to buy.

Agency: TEQUILA\Amstelveen, The Netherlands.