Pedigree New Zealand

The Cannes Lions International Festival of Creativity moves into the final stretch. The Outdoor category winners are traditionally announced on the Monday (even if more podium ops might emerge in the media category mid week) so us OOH nerds don't have to wait that long to see who the lucky ones are.

“For the two Grands Prix I’ve asked my wonderful Jurors to split their tired brains in two," said jury president, Marco Venturelli, chief creative officer, Publicis Groupe, France.?

"On one side looking for how a beautifully crafted picture and perfectly formulated wording can still make us crazy jealous. On the other, to search for a sign of what the future of Outdoor may hold. Long live Outdoor.”

In this article we'll look at some brand performance data of one of the Grand Prix winners. But first a bird's eye view on some interesting OOH stats.

??Global spending on Out of Home advertising reached $41.9bn in 2023, up 16% on 2022's $36.2bn, breaking through the 5% barrier.

??The number of entries in the Outdoor category in Cannes Lions grew with 6% this year compared to 2023 .

??The number of entries in the 'Innovation in outdoor' category in Cannes 2024 grew with 14% vs 2023.

??In 2023 Uncommon Creative Studio's 'A British Original' was the only Outdoor Grand Prix winner. In 2024 more campaigns were awarded a GP.

???????????? ?????????????????? shows worldwide #ShareOfSearch in Google, YouTube and TikTok combined for large format #DOOH is up 29% over the past year.

Pedigree, Grand Prix Winner in the Outdoor category 2024:

"Adoptable by Pedigree", for Pedigree, by Colenso BBDO, Auckland, New Zealand.

AI-powered Personalization: The use of AI to transform shelter dog listings into targeted, dynamic digital out-of-home ads was a unique and effective approach.

Focus on Shelter Dogs: The campaign prioritized showcasing adoptable shelter dogs, putting them at the center of Pedigree's advertising efforts.

Alignment with Pedigree's Mission: "Adoptable by Pedigree" directly aligns with the brand's mission of ending dog homelessness, making it a purpose-driven campaign.

Overall, it seems the jury was impressed by the combination of innovative technology, focus on a worthy cause, and strong brand alignment that "Adoptable by Pedigree" achieved.

Pedigree's interest in New Zealand has grown significantly over the past year, indicating a strong demand for the brand's dog food products. While there has been a recent decline in interest, the overall trend remains positive, suggesting that Pedigree is well-positioned to continue its growth in the New Zealand market.

• Pedigree's interest in New Zealand has increased by 32% over the past year, despite a recent 32% decline.
• The brand's interest has grown by 51% over the past year, with a slight 5% decrease in the past three months.

Exciting times of Outdoor as we look towards the Olympics and H2.

Have a nice weekend!