Gold
Billboard
Home Products
| Entrant: | Colenso BBDO, Auckland |
| Brand: | PEDIGREE |
| Title: | "Adoptable. By PEDIGREE." |
| Corporate Name of Client: | Mars Global Petcare |
| Client Company: | Pedigree |
| Client Company Global Brand VP PEDIGREE: | Fabio Alings |
| Client Company Global Marketing Manager PEDIGREE: | Mehgan Recker |
| Client Company LATAM Dog Portfolio Manager: | Rodrigo Alferi |
| Client Company Digital Demand Director: | Bianca Malcolm |
| Media Company: | Essence Mediacom, Auckland |
| PR Company: | GRC Partners + Porter Novelli , Auckland |
| Agency: | Colenso BBDO, Auckland |
| Agency Chief Executive Officer: | Simon Vicars |
| Group Creative Directors: | Hadleigh Sinclair/Duncan Bone/Kimberley Ragan |
| Creative Director: | Haylie Craig |
| Creative Director - Art: | Tim Thach |
| Creative Director - Copy: | Isabel Snellen |
| Agency Designer: | Stella Wilson |
| Agency Innovation and Transformation Lead: | Nico Hume-Ainsworth |
| Agency Senior Programme Director: | Clare Bone |
| Agency Head of Integrated Production: | Charlotte Glennon |
| Agency Lead Integrated Producer: | Anna Flaws |
| Agency Head of Technology and Innovation: | Logan Maire |
| Agency Head of Digital Production: | Tennille Barnes |
| Agency Intermediate Digital Designer: | Flora Zhou |
| Agency Digital Design Director: | Sonya Milford |
| Agency Lead Digital Producer: | Elle Kiddie |
| Agency Digital Designer: | Casey Chan |
| Agency Retoucher: | Reks Kok |
| Agency Senior Mac Op: | Tias Somers |
| Agency Mac Op: | Bri Russell |
| Agency Studio Manager: | Serena Fountain-Jones |
| Agency Managing Director: | Angela Watson |
| Agency Managing Partner: | Natalie Downes |
| Agency Chief Strategy Officer: | Rob Campbell |
| Agency Group Strategy Director: | Martin Bassot |
| Agency Strategy Director: | James Tucker |
| Agency Data Strategy Director: | Emma Tait |
| Agency Account Manager: | Darcy Ellis |
| Agency Senior Business Director: | Jane Cathcart |
| Digital Company: | Nexus Studios |
| Digital Producer: | Evi Nathanaili |
| Digital Technical Director: | Vegard Myklebust |
| Digital Companies Co-Founders & CCOs: | Chris O'Reilly/Charlotte Bavasso |
| Digital Company Executive Producer: | Jason Bartholomew |
| Digital Company Head of Production, Experience Design: | Colin Davis |
| Digital Company Technical Lead: | Patrick Hearn |
| Digital Company Studio CG Lead: | Fabien Glasse |
| Digital Company Animation Programmer: | James Bouckley |
| Digital Company AI Treatment & Comp Lead: | German Diez |
| Digital Companies 3D Generalists: | Eder De Suza/Lucas De Miguel |
| Digital Companies Creature Sculptors: | Alexander Lashko/Stefan Brown |
| Digital Company Groom: | FC Studio |
| Digital Companies Riggers: | Nayla Nassar/Niko Rossi |
| Digital Companies PR & Marketing: | Nancy Edmondson/Alyaa Ridha |
| Digital Companies Resource Managers: | Pheya Tribelsky/Ben Tanner |
| Production Company: | Nexus Studios |
Description:
However dog homelessness has continued to grow, with 12 million dogs currently sitting and waiting in shelters around the world. With a problem so huge, making another ad about adoption wasn’t enough. Instead, we made every ad Adoptable.
Partnering with Nexus Studios, we’ve developed a bespoke AI system that can transform a single image of a shelter dog into studio quality photography. This 'glow up' image is then mapped to a CGI rig, allowing the photo-real double to be positioned in any pose to suit any piece of PEDIGREE creative. Adoptable places local shelter dogs into the ads you see, and when that dog is adopted it’s instantly dropped out of media rotation. Using geographic and 1PD data such as proximity to parks or average household size, the shelter dogs were shown in media placements with proximity to their shelter but also suitability to audience and area.
Audience data was also used to create dynamic copy with specific messaging relating to location, time of day and interests of the consumer. For example, commuters on at the end of the day say digital posters featuring a shelter dog with the headline, “Going home? Can I come?”. Each ad’s QR code took the viewer to a personalised landing page where they could learn more about the dog they just saw, and arrange to meet them.
Now every digital outdoor ad PEDIGREE runs – from brand to retail – is also an ad for a shelter dog. Allowing 100% of PEDIGREE’s media budget to not only bring their products to the world, but take shelter dogs to the world, too. We’ve seen a significant uplift in the likelihood of adoption for dogs who have featured in an Adoptable asset, versus their original picture taken by a shelter.
Shelter site visits: 6x increase in traffic and profile views for featured dogs
4.5 x longer dwell time on the dog’s profile once on the site
50% of featured dogs adopted in first two weeks
12% more likely to adopt when the adopter comes into the shelter site via an Adoptable asset