| 标题 | Pedigree - Rescue Doodles |
| 广告公司 | BBDO New York |
| 广告战役 | Pedigree - Rescue Doodles |
| 广告主 | Mars Petcare |
| 品牌 | Pedigree |
| Posted | 11月 2022 |
| 行业领域 | 宠物食品、宠物保健产品及服务 |
| 剧情简介 | 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. |
| 媒体类别 | 互动 |
| Worldwide Chief Creative Officer | David Lubars |
| EVP | Peter Kain |
| 执行创意总监 | Peter Kain |
| 创意总监 | Damjan Pita |
| 创意总监 | Jim Connolly |
| 设计师 | Bhanu Arbuaratna |
| UX Designer | Clara SantaMaria |
| EVP | Sally Nathans |
| 客户总监 | Sally Nathans |
| SVP | Elizabeth Maini |
| 客户总监 | Elizabeth Maini |
| 客户经理 | Chelsea Berk |
| Group Planning Director | Annemarie Norris |
| Experience Director | Brian Brydon |
| 客户企划 | 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 |
| 项目经理 | Tiah Marr |
| Global Deployment Director | Kelly Donahue |
| Global Deployment Manager | Scott Michael Kerr |
| 导演 | Chloe Smolkin |
| Director of BBDO Studios | Kelly Matousek |
| Digital Studios Manager | Jimmy Mcgee |
| Line Producer | Jonathan Hsu |
| Post Supervisor | Morgan Ammons |
| 插图画家 | Bo-Yoon Kim |
| 动画 | Bo-Yoon Kim |
| 动画 | Ray McGale |
| 剪辑师 | Jason Kim |
| 剪辑师 | 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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