Pedigree Dog-A-Like takes out Best of the Best at 18th Annual AIMIA Awards on Cockatoo Island
Pedigree Dog-A-Like – created by Whybin\TBWA\Tequila, Sydney – has taken out Best of the Best at the 18th Annual AIMIA Awards at a glitzy ceremony on Sydney’s Cockatoo Island last night. Over 600 industry leaders from around the country came together to celebrate the best work undertaken by Australia’s digital industry this past year.
The Pedigree campaign also won Best Application on a Tablet or Mobile, Best Use of Social Media plus the Effectiveness Award and the Innovation Award.
Hosts Jane Gazzo and Brendan MacLean entertained the crowd and DJ Mia Lucci kept the tunes pumping. The opening speech was delivered by AIMIA President Simon Goodrich and Vice President Peter Bray.
Simon Goodrich highlighted the importance of Australia’s digital industry and its contribution to broader society. “Whilst people talk of industries going sideways or backwards, we need to continue to champion new opportunities and challenges. We’re mainstream now. Let’s not shy away from that.
“Right now each and every day we are producing the same amount of data per day as all books ever written and words ever spoken in our entire prior history. The role of what to do with this, including rights and privacy online, will become an ever more public issue and we as an industry should be active in these debates. In Australia, we are great at digging things out of the ground. But globally we can make our footprint larger by leveraging our digital skills,” said Goodrich.
Peter Bray recognised those who had led the digital industry and looked to its future. “This industry has been full of dreamers, provocateurs, people who believe things really can change. On the 18th birthday of our awards, let’s promise ourselves that we never lose this. That we never lose our capacity to challenge, to provoke, to enable change.”
The AIMIA Awards continue to grow each year, celebrating the best work of Australia’s Digital Content, Services and Applications Industry across a broad range of consumer, business, government and not-for-profit categories.
15 Comments
link to winners page appears not to be up at AIMIA’s end
Big night for Tequila I heard
Wasn’t this done by BBDO in NZ first. All a bit strange.
who were those winners again?
you look like your dog, the oldest idea in the book.
Gold Lion 2000
http://www.advertolog.com/cesar/print-outdoor/scruffy-1891505/
Nice one Colenso BBDO!
@Gold. Ha,ha. Oh dear me, how embarrassing.
Yeah ?, it is a bit strange
http://www.doggelganger.co.nz/
Just because Colenso PR’d their idea first on the blog does not mean it launched first.
They were both built and launched on the SAME DAY for the SAME CAMPAIGN which is a global one and happens at the same time every year.
It is unfortunate that they were both the SAME IDEA.
Crazy and shit for both companies – and embarrassing for the client.
There was one major difference though, the dogs in Dog-A-Like were being live uploaded as they entered the shelter homes and were in desperate need of a home.
“If somebody has done it before, that is enough reason to knock an idea off the table”
Steve Henry
I think the difference between the print and the app are this:
One was photographed and matched to a person by one person, somewhere, for print.
The other is changing technology to read data from peoples faces live and match it to a database to find a dog a home.
They are rewarding a different idea.
The Colenso version is awesome. I just played it. Great production values. Is it coincidence they are both yellow and black? Or are they like known ‘dog colours’?
Here’s another doppleganger from Tequila. Tequila’s award winning ‘car park challenge’ for NRMA insurance 2011 and M&C Saatchi’s ‘Car Park Challenge’ for NRMA from around 2005. Now that’s a coincidence.
Here’s the original
http://www.carparkchallenge.com.au/game.html?brand=nrma
Now, see how Tequila ‘took the dry world of motor insurance and turned it into a mobile game’ http://www.creativeshowcase.net.au/en/1/runnerup1.mxs?pos=2&month=27
@FACTS – both ideas were exactly the same thats right. Also both released on the same day for the same campaign you say?
Too much of a coincidence if you ask me. More likely it was the clients idea and 2 agencies produced it for different markets – which would make it even less gratifying for Tequila from an awards sense.
Cant argue with the idea and execution but they must see it as a hollow victory, and boy has that “idea” had some victories lately.
@Gold
re: http://www.advertolog.com/cesar/print-outdoor/scruffy-1891505/
Cesar & Pedigree are both under the ‘Mars’ umbrella. Perhaps the strategy was to reuse an old advert and make it better? Not like they are really in competition with each other…. greater good and all..
@rock n a hard place
Agreed. So if both companies ‘had the same idea’ where did that idea came from? Points for execution to Tequila but not for originality.