Title | SELFIESTIX |
Brand | MARS NZ |
Product / Service | PEDIGREE DENTASTIX |
Category | E02. Innovative Use of Technology |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | WAVEMAKER Auckland, NEW ZEALAND |
Production | FINCH Auckland, NEW ZEALAND |
Production 2 | FRANKLIN RD Auckland, NEW ZEALAND |
Additional Company | COLLECTIVE FORCE Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Levi Slavin | Colenso BBDO | Chief Creative Officer |
Dan Wright | Colenso BBDO | Executive Creative Director |
Kim Ragan | Colenso BBDO | Creative Director |
Maria Devereux | Colenso BBDO | Creative Director |
Craig Thompson | Colenso BBDO | Creative |
Ahmad Salim | Colenso BBDO | Group Business Director |
Abbi Barker | Colenso BBDO | Business Director |
Alice Sopwith | Colenso BBDO | Account Manager |
Ruby Soole | Colenso BBDO | Account Manager |
Natasha Gill | Colenso BBDO | Senior TV Producer |
Scott Chapman | Colenso BBDO | Integrated Producer |
Alex Gillespie | Colenso BBDO | Producer |
Neville Doyle | Colenso BBDO | Digital Planning Director |
Amy Pollok | Colenso BBDO | Planner |
Andy Blood | Facebook Creative Shop | Creative Strategist |
Oliver Downs | MARS NZ | Head of Marketing |
Cormac van den Hoofdakker | MARS NZ | Marketing Manager - Pet |
Giovana Peroni | MARS NZ | Brand Manager - Dog (Pet) |
Akansh Hedge | MARS NZ | Trade Marketing Coordinator - Dog (Pet) |
Tim Freeman | Colenso BBDO | Head of Digital |
Will Thorrat | Colenso BBDO | Digital Producer |
David Arcus | Colenso BBDO | Creative Technologist |
Dean Pomfrett | Colenso BBDO | Design Director |
Charles Howells | The Collective Force | Photographer |
Karen Bryson | FINCH | Production Company Executive Producer |
Jae Morrison | FINCH | Director |
Shane Taipari | Franklin Rd | Sound Design |
Ryan Dickinson | Franklin Rd | Sound Design |
To demonstrate the irresistibility of Pedigree DentaSTIX, we created SelfieSTIX. A specially designed phone accessory that attaches DentaSTIX to your phone, so you can capture the perfect dog selfie. To accompany the clip, we created an app that took dog selfies and added fun filters to them. Facial recognition in humans is straightforward. But with the extreme variation in dog faces, the technology is much more sophisticated. This is the first time it has been used on dogs successfully.
To demonstrate the irresistibility of Pedigree DentaSTIX, we created SelfieSTIX. A specially designed phone accessory that attaches DentaSTIX to your phone, so you can capture the perfect dog selfie. SelfieSTIX is designed to hold the unique shape of a DentaSTIX and clip onto any phone. If the dog snatches the treat, the clip stays attached to the phone so it doesn’t become a choking hazard. The functionality encouraged owners and their dogs to have more meaningful moments of closeness, a key priority for Pedigree, and enabled dog owners to take and share pictures of their canine friends. The promotional item was supported by the SelfieSTIX app. Like Snapchat lenses, but for dogs, the Pedigree SelfieSTIX app converts people’s canine companions into a delightful cast of characters. We trained a neural network to recognise dog faces by feeding it thousands of dog images. Over time, the trained algorithm learned to recognise similar patterns across all images and then, whenever the dog looks at the camera, the app places a fun filter on its face. The simple UX design behind the app facilitated interactions, encouraging more meaningful moments of closeness between owners and their dogs. SelfieSTIX was supported by an integrated campaign which directed people to get their free clip with DentaSTIX purchase through Shopify or in store. It also ran across film, social, POS & influencers.
Application URL | Supporting Webpage