Colenso BBDO creatives named June/July ORCA winners for Pedigree ‘K9 FM’ campaign

Colenso BBDO team of Matt Lawson, Oriel Davis, Levi Slavin, and Beth O’Brien have been named the June/July ORCA winners for their K9 FM campaign for Pedigree.

The team picks up $500 and a limited edition Martin Horspool certificate as well as a $5,000 radio schedule for Pedigree.

The K9 FM campaign was a radio station just for dogs. The team came up with K9 FM for Pedigree and since the radio station’s birth it has received a lot of media attention and success. The campaign picked up a Silver at the recent Cannes Lions.

Research explains that classical music calms dogs down, ambient sounds keep them stimulated and a relaxed voice eases their separation anxiety. Their programme included everything from relaxing classical music and Virtual Outings to chat shows and dog owners could even call up and leave a voice message for their pooch.

Says Karl Fleet (special), one of the ORCA judges: “Sometimes you hear an idea and you just go damn that’s awesome!”

Josh Lancaster & Jamie Hitchcock (Assignment Group) unanimously voted Colenso BBDO’s Group’s entry as the latest ORCA winner, praising it as “A great idea that could have fallen down by not following through with execution. The creative team didn’t let that happen with some imaginative and entertaining content that held the listeners attention. Well that’s what my dog told me anyway.”

To enter the ORCAs and to listen and view this month’s winning campaign, visit trb.co.nz.