Colenso BBDO are US$10,000 richer – after taking out one of the two Grand Prix of the Year prizes at Ad Stars in Busan South Korea over the weekend.
Colenso won in the Integrated category with its Pedigree Child Replacement Programme, which encourages empty nesters to replace their children with adopted dogs – a campaign that also won a Grand Prix in Print, and Gold in Film.
Clemenger BBBO Melbourne won the other US$10,000 Grand Prix of the Year, in the Public Service category, for Victoria Accident Commission Meet Graham.
“These campaigns stood out for all the right reasons – idea, execution, wit, craft, approach, relevance, and scale,” says judge Kiran Koshy, creative director at Innocean Worldwide USA.
“In the end, the decision to award these two pieces of work the highest accolade was unanimous. Whilst they are different as night and day, what stood out was the brevity of thought, the audacity to think big, and a true desire to make a positive change.”
Talking to Colenso’s win, Helen Pak, president and chief creative officer, of Grey Group Canada, said: “The Pedigree Child Replacement Programme is a fantastic integrated campaign.
“I love that this campaign is driven by a human truth. you can never go wrong when your campaign is driven by real human insights.”
“Often when you see integrated campaigns, some of the individual pieces are stronger than the others. In this case, all of the pieces we saw were individually strong, delightfully crafted with great insight and humour.
“The campaign’s results and level of engagement also contributed to its selection. It was such an interesting, humorous new way to approach an age-old dilemma of increasing animal adoption rates.”
Another judge Wain Choi, senior vice president and chief creative officer at Cheil Worldwide Korea, said: “I’ve been an empty nester for the last four or five years and I replaced my kids with two beagles. I love that this campaign is driven by a human truth. I think you can never go wrong when your campaign is driven by real human insights.”
In addition to the two Grand Prix of the Year recipients, Ad Stars handed out 15 Grand Prix and 51 Gold winners chosen from 21,530 entries from 56 countries.
Clemenger BBDO Wellington won Gold in Outdoor for KiwiRail’s The Conscious Crossing, and Colenso BBDO won two Golds in Radio for Fonterra Anchor Milk Slams Blank Canvas.
In total, New Zealand scored one Grand Prix of the Year, a regular Grand Prix, four Gold awards, seven Silver awards and nine Bronze awards.
NZ scorecard
- Grand Prix of the Year: Colenso BBDO, Mars Pedigree Child Replacement Programme (Integrated)
- Grand Prix: Colenso BBDO, Mars Pedigree Child Replacement Programme (Print)
- Gold: Colenso BBDO, Mars Pedigree Child Replacement Programme (Film)
- Gold: Clemenger/BBDO Touchcast: NZ, KiwiRail The Conscious Crossing (Outdoor)
- Gold : Colenso BBDO: Fonterra, Anchor Milk Slams Blank Canvas (Radio)
- Gold : Colenso BBDO, Fonterra Anchor Milk Slams Blank Canvas (Radio)
Share this Post
