Pedigree - Adoptable
Pedigree wanted Colenso BBDO to address the global dog homelessness crisis. The brand needed to increase adoption rates by making shelter dogs more appealing in advertising, leveraging their existing digital ad spend. The challenge was transforming basic shelter photos into high-quality images to attract potential pet parents, ultimately driving adoptions and reinforcing Pedigree's commitment.
Creative Idea
Pedigree used AI to transform poor shelter dog photos into professional ad images, boosting adoptions.
Pedigree created an AI technology that transforms basic shelter dog photos into high-quality professional images, seamlessly integrating them into digital ads to increase dog adoption rates. By using AI to make shelter dogs more visually appealing in advertising, Pedigree aimed to help more dogs find loving homes while promoting their brand.
Creative Strategy Deconstructed
Company
Pedigree leverages its massive global media spend and 'Feed the Good' purpose to transition from just talking about adoption to actively facilitating it through scalable technology.
Category
The category typically separates product ads from CSR initiatives, often relying on low-quality, emotionally heavy shelter imagery that fails to showcase a dog's true personality.
Customer
Potential pet parents want to help but are often deterred by the depressing visual language of shelters and the friction of finding local dogs ready for adoption.
Culture
As AI moves from novelty to utility, there is a growing consumer expectation for brands to use advanced technology to solve systemic societal problems rather than just for efficiency.
Company
Pedigree leverages its massive global media spend and 'Feed the Good' purpose to transition from just talking about adoption to actively facilitating it through scalable technology.
Category
The category typically separates product ads from CSR initiatives, often relying on low-quality, emotionally heavy shelter imagery that fails to showcase a dog's true personality.
Strategy:
Use AI to transform brand media into a dynamic, localized marketplace that gives every shelter dog a professional spotlight.
Customer
Potential pet parents want to help but are often deterred by the depressing visual language of shelters and the friction of finding local dogs ready for adoption.
Culture
As AI moves from novelty to utility, there is a growing consumer expectation for brands to use advanced technology to solve systemic societal problems rather than just for efficiency.
Strategy:
Use AI to transform brand media into a dynamic, localized marketplace that gives every shelter dog a professional spotlight.
Strategy Technique
Build an Utility, Not an Ad
Pedigree developed an AI tool that transforms shelter dog photos, directly solving a problem for adoption agencies. This utility goes beyond traditional advertising, actively aiding dog adoption efforts.
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Creative Technique
Cutting-edge Tech
Pedigree used AI technology to transform unappealing shelter dog photos into professional, high-quality images. This cutting-edge application directly solved the problem of making dogs more visually appealing for adoption.
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