New Zealand must top the list of pet lovers in the world. Its estimated 4.6 million pets outnumber their Kiwi owners and 64% of New Zealand households have a pet.
New Zealanders love their pets so much that animals frequently feature on ANZ Bank New Zealand’s MyPhoto cards, the banks; free service that allows ANZ customers to personalise their ANZ Visa Debit card with a photo or a gallery image.
TBWA NZ has made this practice useful in its campaign, Best in Show, for the bank. The four-week campaign encourages Kiwis to share the MyPhoto card images of their dogs. In the campaign, which is running on Facebook and Instagram, and via the ANZ Best in Show website, Kiwis can upload a photo of their dog with a chance to win in three categories: Cutest Canine, Hilarious Hounds, and Soundest Sleeper. ANZ received more than 3,000 entries in the first 6 days.
Entries will be narrowed down to the top 10 (in each category) and then the ANZ judging team of avid pet lovers will vote to crown the winner of each category. The ultimate winner will be crowned Best in Show and its owner will receive $1,000 cash. This is not your standard dog show. Judges won’t be assessing the dogs’ size, eye colour, ear length, head shape, whisker thickness or coat texture. Instead, judges will be looking for the most adorable, ‘ooh-ahh’ inducing dogs, the dogs that make them laugh-out-loud, and the sleepiest snoozers of the bunch.
Says Shane Bradnick chief creative officer, TBWA NZ, commented, “We know a popular ANZ MyPhoto card image is pets, so what better way to celebrate our love of pets than by launching a nationwide ANZ MyPhoto card Best in Show competition that lets people show off their four-legged friends.”
Says Matthew Pickering, head of consumer marketing, ANZ: “The ANZ MyPhoto card encourages personalisation and creative expression, and we’re looking forward to receiving more creative entries.”
Note: Cat lovers have not been left out. The second half of ANZ’s Best in Show campaign – the cat competition – will launch in late August. Its categories are Cool Cattitude, Kutest Kitty, and If I Fits, I Sits.
Agency: TBWA Group NZ
Executive Creative Director: Shane Bradnick
Creatives: George Stafford & Tess Saxby
Digital Designer & Editor: Ron Goh
Freelance Editor: Jon Waters
Senior Content Strategist: Harry Taylor
TV Producer: Samantha Armstrong
Digital Lead: Gideon Retief
Account Director: Keshvi Lal
Account Executive: Kimberley Pearce
Production Company: TBWA BOLT