To extend IAMS’ Feed Their Uniqueness tagline to the world down under, we hosted a UGC competition to find the goofiest dog in all of New Zealand in a national celebration of uniqueness.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
All submissions to the competition we're featured across 6 key cities in New Zealand (Queenstown, Christchurch, Hamilton, Auckland, Tauranga, Wellington) ensuring pet parents everywhere heard about the competition.
#IamsAGoofball
We created a template for simple UGC submission and posting of goofballs to populate the campaign with an ownable hashtag, making submissions as simple as tagging an existing image in your camera roll.
Creative Director - Ruby Norman-Curran
Art direction - Will Thomas
Copywriting - Charlie Milton
Account Director - Gemma Corridan
Project Management - Zaneta Stepien
Client - Mars inc, IAMS®