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Gold Winner

Entrant: DraftFCB New Zealand,, Auckland
SPCA New Zealand
"Driving Dogs"
  • Corporate Name of Client:
    MINI
    SPCA New Zealand
  • Client Account Directors:
    Simonne Mearns
    Rona Booth
  • Agency Account Director:
    Toby Sellers
  • Agency:
    Draftfcb New Zealand , Auckland
  • Chief Creative Officer:
    James Mok
  • Executive Creative Directors:
    Tony Clewett
    Regan Graftton
  • Copywriters:
    Peter Vegas
    Matt Williams
  • Executive Agency Producer:
    Esther Watkins
  • Agency Producer:
    Sarah Yetton
  • Production Manager:
    Sarah Yetton
  • Design Company:
    Draftfcb New Zealand , Auckland
  • Design Director:
    Nick McFarlane
  • Graphic Designer:
    Nick McFarlane
  • Photographer:
    Stephen Langdon
  • Retoucher:
    Anton Mason
  • Production Company:
    Draftfcb New Zealand , Auckland
  • Director:
    Marco Siraky
  • Description of the Project:
  • As a key sponsor, MINI wanted to help the SPCA find homes for their dogs.
The problem was, in NZ, too many people write off rescue dogs as second-rate mutts, so finding them homes is difficult.
If more people knew just how smart these animals really are, more would get adopted. So, we taught three SPCA dogs to drive a MINI – the new Cooper-S model, of course.
Results:
Exposed to over 1b people.
News coverage in 70+ countries.
Most searched story online – 4 days.
By campaign’s end, SPCA had adopted out every single dog.
MINI sales are up 200%.