Pedigree / New Zealand / 2024Digital & Tech · OOH
Adoptable.
Pedigree replaced the model dogs in its ads with real shelter dogs waiting for a home, using AI to turn simple shelter photos into ad-ready images.
- Brand
- Pedigree
- Agency
- Colenso BBDO
- Market
- New Zealand
- Region
- Global
- Year
- 2024
The challenge
Pedigree wanted its advertising to help real shelter dogs find homes, but shelters usually have only basic photos of their dogs.
The idea
A bespoke AI model turned a basic photo of a shelter dog into studio-quality imagery mapped to a CGI rig, so the dog could be posed for any format in Pedigree's digital ads. Geo-targeting and first-party data matched breeds with suitable areas and households, and each dog left the rotation once adopted. It launched in New Zealand on 17 May 2024, built with Nexus Studios.
Case study source: Campaign Brief Source ↗
Awards
- Cannes Lions 2024Outdoor – E07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYGrand Prix
- Cannes Lions 2024Direct – B05 USE OF PRINT/OUTDOORBronze
- Cannes Lions 2024Direct – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYGold
- Cannes Lions 2024Creative Business Transformation – B02 BRAND PURPOSE & IMPACTSilver
Credits
- Creative agency
- Colenso BBDO
- Production
- Nexus Studios
- Media agency
- Essence Mediacom
- Media agency
- Hyper Media
- Global Brand Director, Pedigree
- Fabio Alings
- Global Marketing Manager, Pedigree
- Mehgan Recker
- Chief Creative Officer, Colenso BBDO
- Simon Vicars
