Problem:

For more than a decade, PEDIGREE has made adoptions ads. But ads haven’t stopped the population of shelter dogs from growing.

Solution:

So instead of making another ad, we used AI to find a way to make every PEDIGREE ad feature an adoptable dog.

Delivery:

PEDIGREE have committed to rolling Adoptable into every campaign they make globally, meaning that 100% of their media budget, will go towards realising their purpose – to end dog homelessness.

Case Study:

Creative Agency: Colenso BBDO, Auckland
Role: Creative Director
Creative Team: Tim Thach & Isabel Snellen
Digital Designer: Sonya Milford
ECD: Duncan Bone & Kimberly Ragan
CCO: Si Vicars
Awards: Cannes - Grand Prix, Gold, Silver, Bronze, Shortlist. Axis - Grand Prix, Gold x 7, Silver x 2, Bronze.