Las Vegas—The New Zealand pet food division of international food company Mars Inc. was chosen by the Direct Marketing Association as its Diamond ECHO Award winner.
The DMA awarded Mars NZ best-in-show honors for its “Doggelganger” campaign on behalf of the Mars Pedigree dog food line.
Created by agency Colenso BBDO/Proximity, Auckland, New Zealand, the campaign promoted the adoption of homeless dogs. The campaign theme, a play on the word “doppelganger,” meaning two individuals who look identical, used innovative human-to-canine facial recognition software to analyze a (human) user's facial features, matching the person to a potential canine adoptee.
Among the 80 ECHO awards presented, two special awards recognized b-to-b campaigns. The ECHO Green Marketing Award went to Vestas Wind Systems, Aarhus, Denmark, for its “Energy Transparency” campaign. The agency was Vertic Inc., New York.
Microsoft Corp.'s “Enterprise Customer Care” campaign garnered the Personal Connections ECHO. The agency was Wunderman Seattle.
In the regular competition, no gold ECHOs were awarded this year in the b-to-b category. Silver (second place) honors in the category went to Collectif de festivals montréalais for “Festimania” (agency: Cossette Montréal); IBM Corp. for its centennial campaign (agency: OgilvyOne New York); and Travelers Insurance for “One2One Agency Utilization,” developed in-house. Bronze (third place) ECHOs in the b-to-b category were presented to DuPont for “The Horizons Project” (agency: OgilvyOne New York); Emou Mkt de Relacionamento for “Glove,” developed in-house; Maximus Copenhagen for “The SMARTest for Miles Around,” developed in-house; Microsoft, North Ryde, Australia, for “Deummify” (agency: Wunderman, Sydney); and Paul Hartmann for “Leaky Fountain Pen” (agency: RAPP Germany, Hamburg).