Millennial couples are having kids later than every generation before them. So we helped them start families, by offering them the chance to take a baby step into parenting. One with all of the benefits of a human child, but without the drawbacks of a human child. We also got loads of shelter dogs into loving homes in the process. Win win.
Director: Steve Ayson
Photographer: Steve Boniface
Photographer: Steve Boniface
Campaign Case Study
Films
Outdoor / Pre-rolls
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/c94a6a48-bcf4-48c1-9cf9-82940033a59c_rw_1200.jpg?h=371907e3bdc6958092d2f85680272ff1)
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/7ac67d1d-12c9-4a86-af82-8812d9622321_rw_1200.jpg?h=dae776b55915465aa050c748bd91a743)
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/b3357edc-1619-4526-b09f-2232f59e30b1_rw_1200.jpg?h=94c04ba05c9fcfe45a4a1dde974a36c0)
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/495c4a03-53bf-4aef-a9c6-a705d2ea2a81_rw_1200.jpg?h=c085823ccf267366eec2d3315aac3fd8)
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/e4c8a476-4d7a-49b6-ab2c-70015c206e25_rw_600.gif?h=95f18965040f74d576cd2bd386ecfd17)
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/2c1ba797-f558-4aca-bc8e-2228148b0063_rw_600.gif?h=9f37440d5674e2796c94c600e5d9f41d)
Radio
Online adoption tool
To help couples find their fur baby, we built a digital compatibility test which matched each parent's character traits with those of a dog ready for adoption. So just like a human baby, the pooches were a bit like each parent. Naaaw.
www.pedigreeparenting.co.nz
www.pedigreeparenting.co.nz
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/bbbedf48-1a21-46dc-a92a-40d0ccea337c_rw_3840.jpg?h=85722cc43556277c94084f0251c2abb9)
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/8b343f9a-d5d4-4f4b-9d42-14e82756a343_rw_1920.jpg?h=4686c2fe7807b6ef99fa2d7a62935475)
Each parent is asked a series of questions about their personality.
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/5dd8a402-c1d3-435b-9695-e166a13d60a1_rw_1920.jpg?h=cfad38845a27366abce2f501bc786d65)
Together, they answer a series of questions about their circumstance.
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/3dad0873-aef8-4194-ae44-8c9733b96c28_rw_1920.jpg?h=31107fae894242feb83d624c6b7c6aa3)
Their personality traits and locations are matched with those of shelter dogs.
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/abeefef4-6362-4a78-820d-33527e4e6ee1_rw_1920.jpg?h=b390cf07bbbcf5162e24748a69bd6d10)
Then they're presented with their perfect pooch, ready for adoption.
Partners Proposal Powerpoint
In a lot of cases, one parent is more 'ready' than the other to have kids. So to equip these pooch ready parents, we made them a free to download proposal document. This way, they could take their signifiant other through the pros and pros of being dog parents.
Download yours here
Download yours here
![](https://cdn.myportfolio.com/d38067b7a453d7367742dc2406ceac1f/5c1e997a-9d1d-4714-9624-0f87a60776b1_rw_3840.gif?h=12559625fdeaaccd1785ed4d3d03a594)
Awards & Recognition:
Caples Awards
Silver - Integrated
Bronze - Branded Content
Bronze - Digital B to C
Silver - Integrated
Bronze - Branded Content
Bronze - Digital B to C
Spikes Asia
Bronze - Film - Hose
Bronze - Film - Nightclub
Bronze - Film - Park
Bronze - Film - Hose
Bronze - Film - Nightclub
Bronze - Film - Park
Axis Awards NZ
Silver - TV, Cinema or Online 30 or Below (campaign)
Silver - TV, Cinema or Online 30 or Below (single) - Park
Bronze - TV, Cinema or Online 30 or Below (single) - Hose
Bronze- TV, Cinema or Online 30 or Below (single) - Nightclub
Bronze - 6” Pre-Rolls Campaign
Silver - TV, Cinema or Online 30 or Below (campaign)
Silver - TV, Cinema or Online 30 or Below (single) - Park
Bronze - TV, Cinema or Online 30 or Below (single) - Hose
Bronze- TV, Cinema or Online 30 or Below (single) - Nightclub
Bronze - 6” Pre-Rolls Campaign