Colenso wins Billboard Grand LIA for Pedigree ‘Adoptable’ at 2024 London International Awards
Colenso BBDO has won the Billboard Grand LIA and a Gold Statue for Pedigree ‘Adoptable‘ as the first LIA winners are announced following three days of rigorous judging in Las Vegas.
In 2008, the PEDIGREE Foundation was established by Mars Petcare & PEDIGREE to drive dog adoption. Since then, they have made it their goal to end pet homelessness by 2050, ensuring every dog finds their forever home. However dog homelessness has continued to grow, with 12 million dogs currently sitting and waiting in shelters around the world. With a problem so huge, making another ad about adoption wasn’t enough. Instead, Colenso BBDO made every ad Adoptable. Partnering with Nexus Studios, Colenso BBDO developed a bespoke AI system that can transform a single image of a shelter dog into studio quality photography. This ‘glow up’ image is then mapped to a CGI rig, allowing the photo-real double to be positioned in any pose to suit any piece of PEDIGREE creative. Adoptable places local shelter dogs into the ads people see, and when that dog is adopted it’s instantly dropped out of media rotation. Using geographic and 1PD data such as proximity to parks or average household size, the shelter dogs were shown in media placements with proximity to their shelter but also suitability to audience and area.
Says Till Diestel, managing director/CCO, Serviceplan Germany and LIA Ambient & Activation, Billboard, Poster and Print jury president: “The criteria to award a Grand LIA in our jury was that the idea needs to be simple and create emotions but also the craft needs to be exceptional on all levels. It’s like the piece that will be remembered in 5 years, 10 years time.”
Colenso BBDO’s ‘Adoptable’ campaign for Pedigree also scored a further two Gold Statues in the Billboard category plus a third Gold Statue for its Skinny ‘Phone It In‘ campaign.
Colenso BBDO was also awarded a Silver statue in the Print category for Pedigree ‘Don’t Judge, Adopt.’
The Billboard category saw 19 Gold Statue winners; 12 Silver; 8 Bronze; with 4 Finalists awarded as well, whilst the Print category, saw 8 Gold winners, 11 Silver and 8 Bronze statues, there were also seven Finalists awarded. A Grand LIA was not awarded in the Print Category this year.
Says Barbara Levy, president of LIA: “This year, we are seeing a lot of strong work in many categories. The judges spent three days deliberating, discussing and deciding which work should be awarded. We are seeing a lot of surprising ideas that will still be inspiring for years to come.”
As the quest for the world’s best creative work heats up, more industry icons arrive in Las Vegas to judge entries in the Non-Traditional; Production & Post-Production and Music Video; Digital and Use of Social Media & Influencers; and Design and Package Design categories. Stay tuned over the next few days as more winners and finalists are announced as each jury completes judging.
VIEW THE MUSIC & SOUND WINNERS
VIEW THE CREATIVITY IN B2B WINNERS
VIEW THE CREATIVITY IN PR WINNERS
VIEW THE AMBIENT & ACTIVATION WINNERS
VIEW THE BILLBOARD WINNERS
VIEW THE POSTERS WINNERS
VIEW THE PRINT WINNERS