Dog Licks Outdoor Board, Wins Pedigree $100,000
Outdoor company JCDecauz held a competition to determine the "most innovative and engaging concept." The winner? A Pedigree board created by WhyBin\TBWA\Tequila which allows passersby to select from four choices; Play Ball, Throw a Pedigree Dentabone, Lick Screen or Feed Dog and then watch the doggy in the widow act out the choice.
The campaign, which consists of 47 inch LCD panels in Sydney and Melbourne launched November 11. There were 120 entrants which were judged by representatives from JCDecaux, the Outdoor Media Association and the creative community.
Comments
Ok, I get that they have fancy interactive outdoor advertising, but what I don't get....
How does this sell dog food?
If that's not the point, what is the point?
How did the marketing folks at Pedigree get sold on this?
This is clearly a case of branding folks aiming for a word or image without having to worry about ROI. Craziness.