Bronze
Digital
Best Use of Real Time Advertising
| Entrant: | SERVICEPLAN Germany, Munich |
| Brand: | PetPace |
| Title: | "Animal Alerts" |
| Corporate Name of Client: | PetPace Ltd. |
| Client Company: | PetPace Ltd., Shefayim |
| Client President: | Lior Abraham |
| Clients: | Asaf Dagan/Margie Adelman |
| Marketing - Kimberly-Clark: | Isabella Polo |
| Media Company: | MEDIAPLUS Germany, Munich |
| Media Company Global Creative Lead: | Maximilian Florian Schöngen |
| Media Company Manager Creative Media & Awards: | Daniela Ibler |
| CEO - RESET: | Gabriel García |
| Media Planning - RESET: | Maria Fernand/Landazuri/Jesús Trucíos/Sofia Moreno |
| PR Company: | Peppercomm, New York |
| PR Company SVP: | Melissa Vigue |
| Founder - Persuasion Communications: | Jane Austin |
| PR - Tulom: | Karan Novas |
| Agency: | SERVICEPLAN Germany, Munich/L&C, New York |
| Global Chief Creative Officer: | Alex Schill |
| Chief Creative Officers: | Till Diestel/Gian Carlo Lanfranco/Rolando Cordova |
| Executive Creative Directors: | Myles Lord/Lorenz Langgartner/Franz Röppischer/Greg Collins |
| Creative Directors: | Dennis Fritz/Bruno Franchino/Mariana Ichiyanagui/Juan Ahumada |
| Copywriters: | Shruthi Subramanian/Javier Granados |
| Art Directors: | Camille Nizet/Tanvi Phalak/Rohil Borole/Kai West Schlosser |
| Agency Executive Producer: | Paul "Tuno" Cordova |
| Agency Producer: | Ricardo Valverde |
| Agency Cinematographer: | Marco Arauco |
| Agency Photographer - L&C: | Gabriel Barreto |
| Agency Global Head of Creative Operations: | Sabine Gwinner |
| Agency Creative Operations Managers: | Susan Horn/Martina Ahrens |
| Digital Company: | ASTRAL Kreativ, Munich |
| Chief Digital Officers: | Johannes Auffermann/Hagen Fiedler |
| Chief Technology Officer: | Malte Bender |
| Digital Technical Developers: | Stefan Schröder/Timm Reiter |
| Digital Designers: | Drew Da Silva/Nicolai Kovacs/Duarte Pinto |
| Production Company: | Rebeca, Lima |
| Director: | Matias Gutierrez |
| 1st ADs: | Daniela Carrasco/Diego Barba |
| Executive Producer: | Alejandro Noriega |
| Producer: | Eyal Gilo |
| Director of Photography: | Alex Lobsang |
| Cinematographer: | Gianmarco Ahon |
| Production Companies Camera Assistant: | Marco Astocaza/Samuel Arias/Jesús Gallegos |
| Production Designers: | Bayron Arica/Carlos Carhuayal |
| Head of Production: | Eduardo Guerra/Luis Chamorro |
| Production Assistants: | Juan Carlos Palomino/Diego Nuñezs/Valeria Zepilli/Cesar Cornelio |
| Production Companies Lighting: | Ricardo Pigati/Ivan HerreraItalo Bravo/Paulo Cesar Ramirez/Carlos Carhuayo |
| Production Companies Video Assist: | Jonathan Palpa/Christopher Mogollon |
| Production Company Drone Operator: | Diego Barba |
| Production Companies Stylist: | Catherine Navarrete/Christian Luque |
| Production Company Dog Trainer: | Augusto Barrios |
| Post-Production Company: | Nativo Post, Lima |
| Executive Post-Producers: | Beto Barzola/Vanessa Piaggio |
| Post-Producers: | Neisle Manrique/Manuel Cumpa/Joaquin Farfán |
| Animation Company: | Zeppelin Producciones, Lima |
| Animation Executive Producer: | Daisy Salas |
| Animators: | Henry Gates/Arturo Gavelan/Julio Ruiz |
| Editor: | Fernando López |
| Colorist: | Daniel Carcelén |
| CG Artist: | Ashwin Suresh |
| Sound Design Company: | Agosto Music & Sound Craft, Lima |
| Sound Designer: | Charly García |
| Music Production Company: | Agosto Music & Sound Craft, Lima |
| Music Executive Producers: | Claudia Incio/Miranda Alcazar |
| Music Producer: | Jose Campos |
| Design Companies: | Eat, Sleep + Design, Berlin |
| Design Director: | Frank Gräfe |
| Designers: | Constanze Körper/Jill Schermer |
| Behavioral Ecologist - London South Bank University: | Dr. Rachel Grant |
| Organizational Development Analyst - Concentrix: | Kathia Vasquez |
| Risk Management Expert - TECHO Peru: | Carlos G. Brown |
Description:
Insight: While the most sophisticated technology can’t predict earthquakes, scientific evidence shows that animals could. Previous approaches to monitoring animals in the wild for earthquake forecasting have failed due to the use of outdated and invasive technology.
Objective: To warn people before earthquakes and give them time to evacuate.
Idea: Animal Alerts is the first earthquake warning system powered by pet health data. Using the existing PetPace smart health collars, dogs’ physiological and behavioral data are monitored. Integrated media and geotargeted notifications are then used to warn the residents.
Execution: Designed with the comfort of dogs in mind, the PetPace smart collar makes use of electrode-free non-invasive sensors. With volunteers from all over Lima, dogs were selected in different locations to be monitored for abnormal behavior and anxiety.
When multiple dogs behave abnormally at the same time, environmental factors such as weather are ruled out before considering the possibility of an earthquake. The resulting alerts are sent out in real-time through geo-targeted mobile notifications, digital billboards, and radio, giving people valuable time to evacuate. Media spaces were secured for free through partnerships. By partnering with local pet stores, pet owners and their dogs were invited to join the program.
Results: For PetPace, Animal Alerts is not only an opportunity to create awareness for their product as they enter the South American market but also a demonstration of how animal health monitoring can be of benefit to society.
While increasing PetPace user base, Animal Alerts helps protect 9 million residents in a high seismic area. Launched in Lima, the program will soon be rolled out globally to countries with high seismic activity.