Title | TAKE A BABY STEP INTO PARENTING (PARK) |
Brand | MARS |
Product / Service | PEDIGREE |
Category | A01. Fast Moving Consumer Goods |
1 of 3 Campaign | |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | WAVEMAKER Auckland, NEW ZEALAND |
PR | THE SOCIAL CLUB Auckland, NEW ZEALAND |
Production | 3&7 Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nico Ainsworth | Colenso BBDO | Senior Business Director |
Arameh Bozorgi | Colenso BBDO | Programme Director |
Luke Dawson | Colenso BBDO | Art Director |
Max Mckeon | Colenso BBDO | Creative Director |
Ahmad Salim | Colenso BBDO | Executive Director, MARS Business & Innovation |
Levi Slavin | Colenso BBDO | Chief Creative Officer |
Michael Swinburn | Colenso BBDO | Copywriter |
Dan Wright | Colenso BBDO | Group Executive Creative Director |
Shem Dela Cruz Baua | Colenso BBDO | Business Manager |
James Baker | Colenso BBDO | Project Manager |
Natasha Gill | Colenso BBDO | Head of TV |
Ashlee Harris | Colenso BBDO | Integrated Producer |
Josh Hart-Vrijkotte | Colenso BBDO | Designer |
Dean Pomfrett | Colenso BBDO | Design Director |
Hamish Steptoe | Colenso BBDO | Designer |
Emma Tait | Colenso BBDO | Digital & Data Strategist |
Kim Scott | Colenso BBDO | Art Director |
Fern Holloway | Colenso BBDO | Senior Producer |
Teresa Luckman | Colenso BBDO | Experience Design Lead |
Nic Seagrave | Colenso BBDO | Digital Experience Designer |
Fabio Alings | MARS | Global Brand Director - PEDIGREE |
Cormac Van Den Hoofdakker | MARS | Marketing Manager, Pet - PEDIGREE |
Paige Mortleman | MARS | Brand Manager, Dog & Speciality - PEDIGREE |
Tennille Barnes | Colenso BBDO | Head of Digital Production |
Jodie Heron | Colenso BBDO | Digital Designer |
Elle Kiddie | Colenso BBDO | Digital Producer |
Anna Markova | Colenso BBDO | Technical Lead |
Claudio Varoli-Piazza | Colenso BBDO | Senior Digital Producer |
Chris Domin | Colenso BBDO | Senior Digital Producer |
Amanda Theobald | Colenso BBDO | Senior Digital Producer |
Casey Chan | Colenso BBDO | Digital Designer |
Logan Maire | Colenso BBDO | Creative Technologist |
Fabio Cigliano | Colenso BBDO | Senior Developer |
Ryan Potter | Colenso BBDO | Senior Developer |
Richard Betts | Blockhead VFX | Online |
Luke Haigh | Freelancer | Editor |
Reks Kok | Colenso BBDO | Retoucher |
Craig Matuschka | Liquid Studios | Sound Design |
Marty Williams | Freelancer | DOP |
Steve Boniface | Freelance | Photographer |
Larisa Tiffin | 3&7 | Producer |
Steve Ayson | 3&7 | Director |
Trish Burlinson | Freelance | Colourist |
Peter Van Der Fluit | Liquid Studios | Music Composition |
Pedigree ‘Baby Steps’ lovingly convinced people to delay their parenting plans, and adopt a dog instead. The campaign launched with a series of films featuring exchanges between new ‘parents’ where one party, unbeknownst to the other, is referring to their dog-child instead. In ‘Park’, a conversation unfolds where a mother appears to have lost her child in the bushes, but remains unphased – much to the dismay of an onlooker. As the film continues, the neglectful mother redeems herself the moment she’s reunited with her child – who turns out to be a dog. With this context, all of her nonchalance is forgiven, and the advantages of dogs over babies become clear. That’s when the viewer is invited to Take A Baby Step Into Parenting, and start their family, with a dog.
Millennial couples were starting families later than any other generation in history. So we helped them. We saw the anti-baby boom for what it was; a great opportunity for dog adoption. That’s why we created a life-stage between life-stages. One that offered the young couples a baby step into parenting, with all the advantages of a child, but far fewer drawbacks. Be it pressure from the in-laws, a love of freedom, or simply not being ready, we turned their parenting hesitancy into the perfect excuse to adopt a dog. Couples became families, houses became homes, shelter dogs became loved dogs. And babies waited their turn. Parenthood, schmarenthood.