Down-in-the-dumps dog stars in New Idea campaign

A hard-done-by dog sees his life take a turn for the worse after his owner gets fresh lifestyle ideas from New Idea in a new campaign for the magazine title

The ad – with the payoff “It all starts with a New Idea” – was shot by director Mat Humphrey of Renegade Films. It was created by freelance creative team Matt Baldwin and Marie Mansfield.

new idea dogThe ad will air on New Idea’s Seven West Media stablemate Seven with further spend on print, outdoor and online.

Narelle Riley, Marketing Director at Pacific Magazines’ New Idea, said: “We felt it was time for us to tell a new story for New Idea, of how the magazine can be a catalyst for positive change in women‟s lives.”

Editor-in-chief Kim Wilson said: “We aim to delight, inform and entertain our readers with new ideas, which is reflected in this light-hearted creative.”


  • Client: Pacific Magazines, New Idea
  • Creative team: Matt Baldwin and Marie Mansfield
  • Director: Mat Humphrey, Renegade Films
  • Photographer: Stephen Stewart

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