Pedigree - "Pedigree - Rescue Doodles"

BBDO New York

BBDO New York New York, Stati Uniti

Premi

2219

Marca: Pedigree
Paese: Stati Uniti

Cliente: Mars Petcare

Titolo	Pedigree - Rescue Doodles
Agenzia	BBDO New York
Campagna	Pedigree - Rescue Doodles
Cliente	Mars Petcare
Marca	Pedigree
Posted	Novembre 2022
Settore	Prodotti per la Cura Animali
Trama	To get kids pestering their parents to adopt a rescue dog, we made kids the center of the adoption process – by turning their dog doodles into real adoptable dogs. Rescue Doodles is an innovative, interactive tool that matches children’s dog drawings with similar looking rescue dogs available for adoption. The experience was brought to life as a chatbot where kids / parents could text their doggy doodles to a Pedigree phone number. We then used AI and a machine learning model to analyze the drawings and identify the color, shape and breed of the dog and match it with a nearby rescue dog. The matching dog was then texted back to the user with a link to adopt. Each time a user got a doodle match, we gave them a shareable asset showing their kid’s drawing and matching dog, so proud parents could share it on social, and spread word of Rescue Doodles. The campaign launched with a supporting demo video, and every two weeks Pedigree posted a recap video showing the best user-generated doodles matches from that period.
Tipo di Media	Interattivo
Worldwide Chief Creative Officer	David Lubars
EVP	Peter Kain
Executive Creative Director	Peter Kain
Creative Director	Damjan Pita
Creative Director	Jim Connolly
Designer	Bhanu Arbuaratna
UX Designer	Clara SantaMaria
EVP	Sally Nathans
Account Director	Sally Nathans
SVP	Elizabeth Maini
Account Director	Elizabeth Maini
Account Manager	Chelsea Berk
Group Planning Director	Annemarie Norris
Experience Director	Brian Brydon
Account Planner	Haley Follo
EVP	Steve Viglione
Director of Data Solutions	Steve Viglione
Vice President (VP)	Christine Yang
Group Executive Producer	Amy Wertheimer
Interactive Group Executive Producer	Katie Young
Content Producer	Reid Pierce
Content Producer	Lizzy Lehn
Business Manager	Shelly Bloch
Project Manager	Tiah Marr
Global Deployment Director	Kelly Donahue
Global Deployment Manager	Scott Michael Kerr
Director	Chloe Smolkin
Director of BBDO Studios	Kelly Matousek
Digital Studios Manager	Jimmy Mcgee
Line Producer	Jonathan Hsu
Post Supervisor	Morgan Ammons
Illustrator	Bo-Yoon Kim
Animator - Animation	Bo-Yoon Kim
Image Design	Ray McGale
Editor	Jason Kim
Editor	Alex Lubar
UX Research	Isabella Terrazas
Production lead	Darlene Newman
Development Manager	John Orozco
UX Engineer and Data Scientist	Rohan Kothakapu
Software Development Engineer	Ignacio Gatti
Software Developer in Test	Suhith Pasham
Scrum Master	Melissa Lee
Azure Platform Architect	Scott Hermes
Delivery Manager	Stephen Fells
Azure Senior Architect	Victor Fuller
Account Strategist	Joseph Williams
VP Data Science	Cameron Turner