| Título | Pedigree - Rescue Doodles |
| Agencia | BBDO New York |
| Campaña | Pedigree - Rescue Doodles |
| Anunciante | Mars Petcare |
| Marca | Pedigree |
| Posted | Noviembre 2022 |
| Sector Empresarial | Comida para mascotas, productos y servicios para el cuidado de animales domésticos |
| Sinopsis | 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. |
| Medio | Interactivo |
| Worldwide Chief Creative Officer | David Lubars |
| EVP | Peter Kain |
| Director ejecutivo de creación | Peter Kain |
| Director creativo | Damjan Pita |
| Director creativo | Jim Connolly |
| Diseñador | Bhanu Arbuaratna |
| UX Designer | Clara SantaMaria |
| EVP | Sally Nathans |
| Director de cuentas | Sally Nathans |
| SVP | Elizabeth Maini |
| Director de cuentas | Elizabeth Maini |
| Responsable de cuentas de agencia | Chelsea Berk |
| Group Planning Director | Annemarie Norris |
| Experience Director | Brian Brydon |
| Planificador de cuentas | 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 |
| Director de proyectos | Tiah Marr |
| Global Deployment Director | Kelly Donahue |
| Global Deployment Manager | Scott Michael Kerr |
| Realizador | Chloe Smolkin |
| Director of BBDO Studios | Kelly Matousek |
| Digital Studios Manager | Jimmy Mcgee |
| Productor delegado | Jonathan Hsu |
| Post Supervisor | Morgan Ammons |
| Illustrator | Bo-Yoon Kim |
| Animación | Bo-Yoon Kim |
| Diseño imagen | Ray McGale |
| Montador | Jason Kim |
| Montador | 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 |
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