Title | TAKE A BABY STEP INTO PARENTING (HOSE) |
Brand | MARS |
Product / Service | PEDIGREE |
Category | A01. Fast Moving Consumer Goods |
2 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 assisted people to delay their parenting plans, and adopt a dog instead. The campaign launched with films featuring exchanges between new ‘parents’ where one party, unbeknownst to the other, is referring to their dog-child instead. In ‘Café’, a conversation unfolds between two mothers. One looks exhausted after attempting to feed her child. With food all over herself and her baby, she looks to the other mother for empathy. Instead, she reveals that she uses the hose to clean her child – much to the original mother’s surprise. As the film continues, the hose-mother redeems herself as we see her spraying down her child in the backyard – who turns out to be a dog. With this context, her unusual parenting style is forgiven, and the advantages of dogs over babies become clear. That’s when the viewer is invited to 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.