What if you could give your child their dream dog? The one they’ve been drawing over and over again. BBDO New York and Pedigree are making it possible. The partners have launched a program called Rescue Doodles. That uses AI technology and a machine learning model to match a child’s drawing with a similar-looking, adoptable dog nearby through Adopt-a-Pet.com.
“Every dog deserves a loving home, and Rescue Doodles is the latest program in a long line of initiatives from the Pedigree brand promoting adoption,” stated Jean-Paul Jansen, vice president of marketing for Mars Petcare North America. “This program is unique because it takes a simple, everyday activity for children – doodling – and turns it into a fun way to add a new member to the family.”
The new program is the newest asset helping Pedigree’s mission to help all dogs find a loving home in a fun and interactive way that gets the whole family involved. 3.1 million dogs enter shelters every year in the US. The program is simple. Parents simply photograph their child’s drawing text it to the Rescue Doodles number, which then guides them to an available pup nearby.
“Matching dogs with potential adopters is central to what we do, and the Rescue Doodles program is a unique way to bring that to life that gets the whole family involved,” stated Dana Puglisi, chief marketing officer at Adopt-a-Pet.com, a Kinship company. “We’re thrilled to partner with the Pedigree brand to power the Rescue Doodles platform using our network of shelters and rescues all across the country.”
Credits:
Creative Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
EVP, Executive Creative Director: Peter Kain
Creative Directors: Jim Connolly & Damjan Pita
Designer: Bhanu Arbuaratna
Junior Designer: Jong Yeu Wu
UX Designer: Clara Santamaria
Account Management: Sally Nathans, Elizabeth Maini & Chelsea Berk
Planning: Annemarie Norris & Haley Follo
Comms Experience Director: Brian Brydon
Data Solutions: Steve Viglione & Christine Yang
Group Executive Producer: Amy Wertheimer
Head Of Interactive Production: James Young
Interactive Group Executive Producer: Katie Young
Content ProducerS: Reid Pierce & Lizzy Lehn
Business Manager: Shelly Bloch
Project Manager: Tiah Marr
Production: BBDO Studios
Director: Chloe Smolkin
Director of BBDO Studios: Kelly Matousek
Digital Studios Manager: Jimmy Mcgee
Line Producer: Jonathan Hsu
Post Supervisor: Morgan Ammons
Illustrator & Animator: Bo-Yoon Kim
Animator: Ray Mcgale
Editors: Jason Kim & Alex Lubars
Digital Agency: Kin+Carta Plc.
