PRWeek UK Awards Winners 2016: Health, Beauty, Retail & Fashion

By drawing attention to a serious animal welfare issue, Pitch's 'Canine Collection' campaign for Lyst generated traditional and online media coverage for the online fashion platform.

Research from animal charity Blue Cross found that the number of ‘handbag dogs’ that needing rehoming had increased 120 per cent over the past five years. Pitch devised a clever hoax to draw attention to the issue for online fashion platform Lyst, which wanted to be known as a brand that ‘did things differently’.

Lyst announced it was selling dogs as fashion accessories with a new Canine Collection – and users could browse for puppies by breed, cuteness and size. 

For the two days it was live, the campaign dominated social and traditional media and sparked significant debate among animal lovers and fashion fans.

Judges’ comment

A cheeky and creative snap campaign, designed to drive awareness and highlight a serious issue


Highly Commended 

Avon’s True Colour Perfectly Matte Lipstick is more matte than MAC – Avon Cosmetics

Finalists

The Magnificent Seven – Unity and Marks & Spencer

The Vision Express Vision Van – The Vision Express

The First Facebook Film Premiere – Weber Shandwick for Belstaff

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