| Title | DRIVING DOGS |
| Brand | MINI / SPCA NEW ZEALAND |
| Product / Service | DOG ADOPTION |
| Category | C04. Community Applications |
| Entrant | DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND |
| Entrant Company | DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND |
| Advertising Agency | DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Mark Vette | Animals On Q | Director - Animals On Q |
| Steph Pearson | Draftfcb New Zealand | Digital Designer |
| Harri Owen | Draftfcb New Zealand | Head Of Digital And Content |
| Sarah Mcewen | Draftfcb New Zealand | Planner/Media Buyer |
| Rufus Chuter | Draftfcb New Zealand | Communications Planning Director |
| Rachel Leyland | Draftfcb New Zealand | Media Manager |
| Simon Teagle | Draftfcb New Zealand | General Manager - Media |
| Eloise Hay | Draftfcb New Zealand | Account Manager - PR |
| Angela Spain | Draftfcb New Zealand | General Manager - PR |
| Stephanie Hueber | Draftfcb New Zealand | Account Manager |
| Sally Willis | Draftfcb New Zealand | Account Director |
| Toby Sellers | Draftfcb New Zealand | Group Account Director |
| Nick Mcfarlane | Draftfcb New Zealand | Senior Designer |
| Blair Walker | Draftfcb New Zealand | Head Of Post Production |
| Marco Siraky | Draftfcb New Zealand | Director/Dop |
| Matt Williams | Draftfcb New Zealand | Creative |
| Peter Vegas | Draftfcb New Zealand | Creative |
| Regan Grafton | Draftfcb New Zealand | Executive Creative Director |
| Tony Clewett | Draftfcb New Zealand | Executive Creative Director |
| James Mok | Draftfcb New Zealand | Asia Pacific Executive Creative Director |
As a key sponsor, MINI wanted to help the SPCA find homes for their dogs. The problem was, in NZ, too many people write off rescue dogs as second-rate mutts, so finding them homes is difficult. If more people knew just how smart these animals really are, more would get adopted. So, we taught three SPCA dogs to drive a MINI – the new Cooper-S model, of course. Results: Exposed to over 1b people. News coverage in 70+ countries. Most searched story online – 4 days. By campaign’s end, SPCA had adopted out every single dog. MINI sales are up 200%.