A DOG'S STORY

Bronze Spike

Demo Film

Presentation Image

TitleA DOG'S STORY
ClientMARS
Product/ServicePEDIGREE
CategoryA02. Digital Illustration
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND

The Campaign

‘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.

Creative Execution

It has always been the mission of PEDIGREE to make the world a better place for dogs. With ‘A Dog’s Story’, we set out to create better relationships between dogs and children. Our educational message had the potential to change lives, however it needed to be wrapped up in an entertaining experience that children would naturally gravitate to. This informed the creation of an application that could reach over 80% of New Zealand households as well as classrooms across the country. To create a visual style that was engaging for children and parents while delivering functional and often serious messages, we brought a traditional children’s illustration style into the digital world. By applying two-dimensional skins to 3D characters, the human and dog characters within app mirror complex real-life behaviours while retaining a storybook charm.

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Neville Doyle Colenso BBDO Planning Director
Amy Pollok Colenso BBDO Junior Planner
Paul Gunn Colenso BBDO Head of Activation & PR
Tim Freeman Colenso BBDO Production Director
Mike Davison Colenso BBDO Head of Art
Brent Courtney Colenso BBDO Designer
Ahmad Salim Colenso BBDO Group Business Director
Abbi Barker Colenso BBDO Business Director
Aaron Turk Colenso BBDO Digital Creative Director
Natasha Gill Colenso BBDO Senior Producer
Alice Sopwith Colenso BBDO Account Manager
Oliver Downs MARS Marketing Director
Maria Granados MARS Brand Manager - Dog & Speciality
Emily Osborne Colenso BBDO Art Director
Henry Wall Colenso BBDO Copywriter
Maria Bjorkman Colenso BBDO Project Director
David Way Watermark Ltd Digital Producer
Anton Petrov Watermark Ltd Digital Illustrator
Debbie Laing MARS National Business Operations Manager
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