| Title | TRICKOPEDIA |
| Brand | MARS PETCARE AUSTRALIA |
| Product / Service | SCHMACKOS |
| Category | A04. Other Consumer Products |
| Entrant | DDB MELBOURNE, AUSTRALIA |
| Entrant Company | DDB MELBOURNE, AUSTRALIA |
| Advertising Agency | DDB MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ella Huang | Ddb Group Melbourne | Account Manager |
| Stephanie Luxmoore | Ddb Group Melbourne | Senior Account Manager |
| Oliver Lynch | Ddb Group Melbourne | Managing Partner |
| Steve Skrekovski | Ddb Group Melbourne | Digital Creative Director |
| Jonathan Yuen | Ddb Group Melbourne | Head Of Art Digital |
| Brendon Guthrie | Ddb Group Melbourne | Creative Director |
| Tim Holmes | Ddb Group Melbourne | Head Of Art |
| Ant Hatton | Ddb Group Melbourne | Senior Art Director |
| Robbie Brammall | Ddb Group Melbourne | Senior Copywriter |
Schmackos is an Australian dog food brand famous for its ‘irresistible’ dog treats. However, in 2012, public sentiment was turning against dog treats. Recent studies revealed that 45% of Australian dogs were over-weight, a statistic reinforced by the fact dogs were being treated more but exercised less. So Schmackos asked us to create a campaign that made Schmackos feel like part of the solution, not part of the problem. They also asked that the campaign have the same reach as their last TV campaign, but with just 12% of the budget.