March 20, 2015
Valentin&Byhr were the winners at last night's annual Swedish direct marketing awards - Guldnyckeln when the ad agency was rewarded with a gold medal for their campaign The Next Lassie produced for the MyDOG expo. The team was also nominated in the category "Advertiser of the year" with the same campaign.
MyDOG is the largest canine event in Northern Europe. The annual event is primarily targeted towards professional practitioners with show dogs, so the main objective for Valentin&Byhr was to broaden the target audience making the event more entertaining and consequently more popular. The campaign was centered around a talent hunt "The Next Lassie" where the winning dog got to play a customized part in the star-studded series, "Welcome to Sweden" airing at TV4.
- Our goal was to uncover the next TV-super star – a dog, explains Johan Nathell, copywriter at Valentin&Byhr. The campaign is based on our celebrity culture, but our primary starting point was the insight on dog owners and their uncontrollable need to show off their pets.
- This proves to us that we're doing the right thing with our clients, says Magnus Tengby, creative director at Valentin&Byhr. We were able to maintain a high level of creativity and combine social media with old fashioned, sure-fire DM. And it really wasn't that difficult. We had everything going for us – a great client, a great group of creatives and a really interesting mission.
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Winner of the Swedish direct marketing award "Guldnyckeln" 2015