Starcom MediaVest Group wins the Grand Prix at the MFA Awards for Pedigree’s Adoption Drive

Starcom MediaVest Group took out the Grand Prix Award at the 2010 Media Federation Awards for its role in the Mars Petcare ‘Pedigree Adoption Drive’ campaign, which was announced tonight at an awards presentation at Randwick Racecourse attended by almost 800 guests. A total of 19 awards were handed out, along with six commendations, from 59 finalists. A record number of 337 entries were received.

Pedigree’s campaign, which also won the Grand Prix in Media at the Spikesin Singapore this week, involved creating thousands of life sizedcutout dogs and releasing them in parks and main streets throughoutSydney and Melbourne. Each dog told the dog’sstory and how to adopt him. It resulted in an incredible 3,365 dogsbeing adopted after just two months with some shelters running out ofdogs, and therefore putting people on waiting lists.

Judges were looking for an entry that truly represented a case study the industry would be proud to promote and reflected the 2010 theme of  “bravery”.  The judges commented that the “Pedigree Adoption Drive is innovative and articulates what communications can deliver. It is a great creative idea integrated across multiple channels and touch points.”

The campaign won a total of four awards. It was also the category winner in Best Media Innovation and Best Integrated Media Campaign for Starcom MediaVest Group and won the Partnership Award for Network Ten.

Bellamyhayden and Ikon Communications were awarded three awards each. Bellamyhayden was awarded across Weight Watchers, Macleans and PepsiCo.

Ikon won two awards for the Commonwealth Bank and staff member Amanda Margariti won the NGen award, an MFA initiative aimed at fostering young talent in the media industry.

MediaCom, Mindshare and PHD each picked up two awards. MediaCom won for Dell and Asahi, Mindshare for Land Rover and PHD for Mitochrondrial Disease and New Balance.

ZenithOptimedia, Carat Australia and OMD picked up one award each.

WINNERS

Automotive

Mindshare, Land Rover Defender 90 – Road To The Pro for Land Rover Australia

Beverages

ZenithOptimedia, Tooheys Extra Dry: 6 Beers Of Separation for Lion Nathan

Clothing/Cosmetics & Retail

bellamyhayden, Celebrating The Ups And Downs Of Everyday Life for Weight Watchers

IT & Consumer Durables

MediaCom, Alienware Clan Challenge for Dell

Media/Entertainment/Travel & Leisure

Carat Australia, Shifting Australia’s Attitude To Annual Leave for Tourism Australia 

Finance/Insurance/Government/Corporate & Real Estate

Ikon Communications, RADAR: Worlds First Smart Property Search Experience for Commonwealth Bank Of Australia

Food & Grocery

bellamyhayden, Macleans – Amazing Science for GlaxoSmithKline

Pro-Bono/Cause Marketing Incentive

In Recognition of Pam Lane: PHD Australia, SiBD Stay in Bed Day for Mitochondrial Disease

NGen

Amanda Margariti, Ikon Communications

Best Use of A Small Budget

MediaCom, Asahi – Internetwork for Carlton & United Breweries

Best Use of A Large Budget

bellamyhayden, Acts Of Max With Pepsi Max for Pepsico Beverages Australia

Best Media Innovation

Starcom MediaVest Group, Pedigree Adoption Drive for Mars Petcare –

Pedigree 

Best Use of Strategic Insight

PHD Australia, Putting Fitness First for New Balance

Best Demonstration of Results

Ikon Communications, RADAR: Worlds First Smart Property Search Experience for Commonwealth Bank Of Australia

Best Long Term Evolving Campaign

OMD, Back To Normal (2007/2008) & World Now Open (2009) for Johnson & Johnson Pacific 

Best Strategic Launch Campaign

Mindshare, Land Rover Defender 90 – Road To The Pro for Land Rover Australia

Best Integrated Media Campaign

Starcom MediaVest Group, Pedigree Adoption Drive for Mars Petcare – Pedigree 

Partnership Award

Network Ten, Pedigree Adoption Drive for Mars Petcare – Pedigree 

COMMENDATIONS

Beverages

OMD Fuse Melbourne, Kids Can Do BIG Things for Fonterra Brands Australia

Clothing/Cosmetics & Retail

PHD Australia, eBay: Virtually A Store for eBay

NGen Client Commendation

Paul Den, MediaCom

Best Use of Strategic Insight

bellamyhayden, Putting Weight Watchers In Fashion for Weight Watchers

Best Demonstration of Results

UM, It’s Hard To Have A Gaytime On Your Own for Unilever Australia

Best Integrated Media Campaign

Starcom MediaVest Group, Great Driving Adventures for Subaru Australia