Chris Long - Dentastix SelfieSTIX

How do you get your dog to pose with you for a selfie and at the same time have the same laser-like focus from a client during an RFP? Bring something innovative to the table. Invent something. The ask was pretty straightforward for an RFP – how do you launch new Dentastix 12-hour clean? Alongside creative that explored just how close dogs and pet parents could get, I came up with the idea of attaching a Dentastix treat to the top of a smart phone to really pay off the benefit of having the treat bring you closer to your dog than ever before. I named it ClosieSTIX. Could we put an end to indulgent duckface poses around the globe by bringing in a pet to share the glory? See the evolution below.

Our agency won the RFP once again and Mars Pet loved the idea so much that they had us research and finally produce the smartphone treat accessory. The name got changed to "SelfieStix" and Colenso BBDO created an app to go along with the invention as well as the above-the-line campaign (see creative below). It has proven to be a HUGE success and has won numerous awards. See awards and case study:

https://vimeo.com/254605619