Digital Campaign ~ Schmackos
Schmackos is an Australian dog food brand famous for its ‘irresistible’ dog treats. However, in 2012, public sentiment was turning against dog treats. Recent studies revealed that 45% of Australian dogs were over-weight, a statistic reinforced by the fact dogs were being treated more but exercised less. So we created a campaign that made Schmackos feel like part of the solution, not part of the problem. They also asked that the campaign have the same reach as their last TV campaign, but with just 12% of the budget.
Recognition: AdFest