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Pedigree SelfieStix

Instead of creating an ad to demonstrate the irresistibility of Pedigree DentaStix, Pedigree created a product – Pedigree SelfieStix. A specially designed phone accessory that attaches a DentaStix to any phone, so you can capture the perfect dog selfie every time. SelfieStix was free with every purchase of Pedigree DentaStix and was supported by a campaign and app. The SelfieStix app uses a machine learning network to recognise the faces of different dogs, allowing owners to add fun and quirky filters to their beloved pooch. For every dog owner in the country, the campaign generated 5 interactions and Pedigree DentaStix saw a 24% sales increase year on year.


Advertiser: MARS NZ

Brand: Pedigree

Creative Agency

Creative Agency: Colenso BBDO

Planner: Amy Pollok

Strategist: Andy Blood

Producer: Natasha Gill

Executive Creative Director: Dan Wright

Chief Creative Officer: Levi Slavin

Digital Agency

Digital Agency: Colenso BBDO

Production Company

Production Company: FINCH

Executive Producer: Natasha Gill

Director: Jae Morrison & Abigail Greenwood

DOP: Ginny Loane

Producer: Alex Gillespie

Production Service

Production Service Company: FINCH

Executive Producer: Karen Bryson

Producer: Sarah Cook

Post Production / VFX

Post Production Company: Blockhead & Department of Post

Category: Other