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Category
Integrated Branding
Annual ID
OS_CP18007S
About the Work
Empty Nest Syndrome is the loneliness parents feel when their children leave home. But while these parents sit in a quiet house lamenting how quickly their kids grew up, a dog sits in a shelter longing for a home. A home it can fill with love and companionship. Our idea was to connect these abandoned dogs with lonely parents. The Pedigree Child Replacement Programme targeted ‘Empty Nesters’ with a comically blunt campaign encouraging them to adopt a dog and ‘move on’ when their kids moved out. All work directed parents to our website (replacethem.co.nz) where they could match the characteristics of their child with the characteristics of an abandoned dog– ensuring the perfect replacement was found.
2018 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Colenso BBDO / Auckland
PR / Marketing Agency
Impact PR / Auckland
Production Company
Exit Films / Auckland
Franklin Road / Auckland
Media Company
Starcom NZ / Auckland
Art Director
Andre Sallowicz
Chief Creative Officer
Nick Worthington
Designer
Dean Pomfrett
Photographer
Will Bailey
Producer
Declan Cahill
Adam Gunser
User Experience Designer
Tim Freeman
Craig Thompson
Writer
Simon Vicars
Agency Producer
Serena Fountain-Jones
Jen Storey
Digital Artist / Multimedia
Will Thorrat
David Arcus
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