In late 2017, Colenso BBDO in New Zealand introduced Pedigree SelfieSTIX, a specially designed phone accessory that attached a DentaStix to any phone to enable dog owners to capture the perfect dog selfie every time.
SelfieSTIX went on to win virtually every industry award including multiple Lions at Cannes. It also helped drive a double-digit increase in DentaStix sales.
Now Colenso BBDO is helping to take SelfieSTIX to a whole new level.
Introducing Pedigree DentaStix Studios, a social media platform for dogs. Pedigree DentaStix Studios combines cutting-edge technology, product integration and e-commerce to help bring pet owners and their dogs even closer together.
Pedigree DentaStix Studios offers dog owners three first-of-its-kind social media tools:
- PupBooth builds upon the SelfieSTIX app so people can add fun 3D filters to their dog faces and share these images
- DogDays helps owners track the lives of their dog and watch their dog grow up. Using the Pedigree SelfieSTIX clip, owners take a daily photo of their dog which the app then transforms into a shareable film of their dog’s lives.
- And GoodLens gives owners a glimpse into the world their dog sees, by transforming a Pedigree DentaStix into an array of magical objects. It uses object detection to identify and track a DentaStix treat and then maps a 3D object to the dog treat
Pedigree SelfieSTIX was so well-received that it is now being expanded into the U.S., complete with the new DentaStix Studios options. It launches this week and will be promoted with short-form videos across Facebook, Instagram and Snapchat, as well as influencer support and a retail activation.
CreditsClient Mars/Pedigree, Pedigree SelfieSTIX and DentaStix Studios Dave Griffin, global brand director, Pedigree; Cormac Van Den Hoofdakker, marketing manager pet, Mars New Zeland Agency Colenso BBDO Production Company Assembly Sound Studio Franklin Road
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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