Draft FCB NZ's Driving Dogs campaign for MINI NZ wins IABNZ Online Creative Award for Feb 13'
4DraftFCB New Zealand's campaign for MINI New Zealand has won the IABNZ Online Creative Award for February 2013 with Driving Dogs.Says Lee Parkinson, judge and managing partner of digital at Ikon Communications: "Driving Dogs is the project that advertising legends are made of. A venture of this magnitude was always going to get picked up by networks globally as long as it was propagated on the net - this campaign really was viral because when the Driving Dogs sneezed, everybody caught the cold."
Fellow
judges included Aaron Turk, digital creative director, Colenso BBDO;
David Hunter, senior digital creative at Saatchi & Saatchi and John
Madden, creative director, Spitfire.Says Madden: "Driving Dogs - awesome! Multi-channel integration. 10 Barks for them."
A close runner up was Sugar&Partner's campaign for Mammoth Modern Insulation featuring Prince Nikolai Stroganoff III. Says Parkinson: "Gareth started his vendetta, and Prince Nikolai just had to respond on behalf of himself and cats everywhere. From a 'digital' perspective, a smart use of contextual placement of the display ad on news sites. The Prince 'corrected' Gareth every time he was quoted in the news about his Feline Final solution."
DraftFCB win a $1,000 worth of NZ wines thanks to sponsor, MediaWorks.
Hang on a second, this was an ad for Mini?
I, along with what I suspect to be the rest of the world, thought it was an ad for the SPCA?
Don't get me wrong, it was a really nice idea that captured the attention of the world! But if this was an ad campaign for Mini, then it completely failed. Of all the international media coverage, not once did anyone mention Mini. John Campbell never mentioned Mini.
It would be interesting to do a survey of the NZ public and see how many people equate Driving Dogs with Mini.
Yep, this was an SPCA spot to show how intelligent dogs from the SPCA are... right?
So all the people that agreed to donate their time and resources for a good cause now find out it's now being flogged for MINI / BMW?
So does everyone get paid now it's for a proper client?
Hello? Anybody from FCB want to respond?
What those guys said.