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Digital
Public Service/Social Welfare Campaign

Gold Winner

Entrant: Draftfcb New Zealand, Auckland
SPCA - Pet Adoption
"Driving Dogs",
"Driving Dogs"


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  • 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
  • Social Media Strategist:
    Harri Owen
    Steph Pearson
    Andrew Thompson
    Sam Boniface
  • Design Company:
    Draftfcb New Zealand , Auckland
  • Design Director:
    Nick McFarlane
  • Graphic Designer:
    Nick McFarlane
  • Illustration Company:
    Draftfcb New Zealand , Auckland
  • Director of Photography:
    Marco Siraky
  • Digital Production Company:
    Draftfcb New Zealand , Auckland
  • Senior Integrated Producer:
    Kevin Akers
  • Interactive Producer:
    Catherine Chi
  • Post-Production Company:
    Draftfcb New Zealand , Auckland
  • VFX Company:
    Draftfcb New Zealand , Auckland
  • Additional Effects By:
    Blair Walker
    Marco Siraky
  • Editing Facility:
    Draftfcb New Zealand , Auckland
  • Editors:
    Blair Walker
    Marco Siraky
  • Retoucher:
    Anton Mason
  • Description of the Project:
  • In New Zealand, too people write off rescue dogs as second-rate mutts, so finding homes for them is difficult. MINI, one of the SPCA’s key sponsors agreed to help.
If more people knew how smart these animals really are, more would get adopted. So, we taught three SPCA dogs to drive a car.
Results:
Exposed to over 1b people. News coverage in 70+ countries. Most searched story online – 4 days running. 10m YouTube views. By campaign’s end, SPCA had adopted out every single dog. SPCA adoptions are up 200% globally.