Pedigree / نيوزيلندا / 2024الرقمي والتقنية · الإعلانات الخارجية
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.
- العلامة التجارية
- Pedigree
- الوكالة
- Colenso BBDO
- السوق
- نيوزيلندا
- المنطقة
- عالمي
- السنة
- 2024
التحدي
Pedigree wanted its advertising to help real shelter dogs find homes, but shelters usually have only basic photos of their dogs.
الفكرة
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.
مصدر دراسة الحالة: Campaign Brief المصدر ↖
الجوائز
- Cannes Lions 2024Outdoor – E07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYالجائزة الكبرى
- Cannes Lions 2024Direct – B05 USE OF PRINT/OUTDOORبرونزية
- Cannes Lions 2024Direct – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYذهبية
- Cannes Lions 2024Creative Business Transformation – B02 BRAND PURPOSE & IMPACTفضية
فريق العمل
- الوكالة الإبداعية
- Colenso BBDO
- الإنتاج
- Nexus Studios
- الوكالة الإعلامية
- Essence Mediacom
- الوكالة الإعلامية
- Hyper Media
- Global Brand Director, Pedigree
- Fabio Alings
- Global Marketing Manager, Pedigree
- Mehgan Recker
- الرئيس التنفيذي للإبداع، Colenso BBDO
- Simon Vicars
