Title	TWINNING
Brand	MARS
Product/Service	CESAR
Category	A04. Data Storytelling
Entrant	AMVBBDO London, UNITED KINGDOM
Idea Creation	AMVBBDO London, UNITED KINGDOM
Media Placement	MEDIACOM London, UNITED KINGDOM
Production	MEDIAMONKS Hilversum, THE NETHERLANDS
Production 2	WAVE STUDIOS London, UNITED KINGDOM

Name	Company	Position
Paul Brazier	AMVBBDO	Chief Creative Officer
Alex Grieve	AMVBBDO	Executive Creative Director
Adrian Rossi	AMVBBDO	Executive Creative Director
Alex Grieve	AMVBBDO	Executive Creative Director
Adrian Rossi	AMVBBDO	Executive Creative Director
Dalatando Almeida	AMVBBDO	Art Director
Michael Hughes	AMVBBDO	Copywriter
Greg Kates	AMVBBDO	PRODUCER
Greg Kates	AMVBBDO	PRODUCER
Tom Rijpert	MediaMonks	Director
Andy Hopkinson	MediaMonks	Producer
Tim Kerbosch	MediaMonks	DOP Lighting Cameraman
Gert Willem Visser	MediaMonks	Editor
Tim Knots	Wave Studios	Sound Engineer

Why is this work relevant for Creative Data?

For years we’ve been dressing our dogs up in funny clothes. But with this campaign for the first time they had the ability to design their own outfits. To allow them to do this we had to collect data from dogs and translate them into a design on a jumper.

Background

Cesar is a Mars Inc Pet Care brand. This Christmas they needed a global campaign to drive saliency with dog owners and promote their brand positioning ‘Love Them Back’. With the cost of broadcast reach inaccessible for most markets and with a limited pot of cash to do everything, the brand needed an idea that could run across multiple markets, with varying levels of investment and to achieve both saliency for the brand and stand out at point of sale.

Describe the Creative idea / data solution (20% of vote)

In our custom-built design studio dogs were able to design jumpers. To do this we had to work everything around their natural behaviours. In the speed tunnel, when the dog crossed the beam at the start line, the colour sequence was triggered and when it crossed the beam at the end of the tunnel it stopped. The colour it stopped on was the colour used for the base of the jumper. Motion sensor technology was used to count the number of wags our designers tail did in a minute. More wags meant more power to spin the wheel. We used a regular microphone to record the barks, we then simplified the soundwaves to be able to knit them onto the sleeves. The hurdle used lasers to monitors the height of the dogs jump to enable us to know the colour.

Describe the data driven strategy (30% of vote)

To target dog owners and get them to buy more Cesar we knew we had to have a unique angle, an angle that would play off their love of animals. So, we created a range of sweaters designed by the dogs themselves. Every element of their natural behaviour was used to collect data; running, wagging, barking and jumping. Through a variety of technology these behaviours were then interpreted to create a design outcome.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

We could have simply made matching Christmas jumpers and stopped there. But to generate fame and get customers rushing to the shelfs we had to do more. Getting dogs to design the sweaters was the more. Capturing data in our custom-built design studio turned their simply movements into design outcomes. No longer was a run simply moving from point a to point b, it was a timed movement through a tunnel of rotating colours that stopped when the dog existed to pick a base colour for the sweater. A bark went from being a noisy announcement to something that was recorded, turned into a soundwave and then stitched down the sleeve of a jumper.

List the data driven results (20% of vote)

To win one of the sweaters consumers had to buy a pack of Cesar and insert the on-pack code into our website. If successful, owners chose one of the three jumper designs. If not, they were served a voucher for another pack of Cesar and could try again. Just 3 minutes after launch the US ran out of Sweaters. The dog’s designs were covered in big name fashion mags like GQ, Cosmopolitan and L’officiel. We received 130 million earned media impressions. Sales of Cesar were up as much as 22%