| Заголовок | Pedigree - Rescue Doodles |
| Агентство | BBDO New York |
| Кампания | Pedigree - Rescue Doodles |
| Рекламодатель | Mars Petcare |
| Бренд | Pedigree |
| Posted | Ноябрь 2022 |
| Бизнес сектор | Корм для животных, продукты по уходу и услуги для домашних животных |
| История | 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. |
| Тип медиа | Digital |
| Международный главный креативный директор | David Lubars |
| EVP | Peter Kain |
| Исполнительный креативный директор | Peter Kain |
| Креативный директор | Damjan Pita |
| Креативный директор | Jim Connolly |
| Дизайнер | Bhanu Arbuaratna |
| Дизайнер восприятия пользователем | Clara SantaMaria |
| EVP | Sally Nathans |
| Директор рабочей группы клиента | Sally Nathans |
| SVP | Elizabeth Maini |
| Директор рабочей группы клиента | Elizabeth Maini |
| Специалист по работе с заказчиками | Chelsea Berk |
| Руководитель планирования группы | Annemarie Norris |
| Директор по взаимодействию | Brian Brydon |
| Планировщик счета | Haley Follo |
| EVP | Steve Viglione |
| Director of Data Solutions | Steve Viglione |
| Вице-президент (ВП) | Christine Yang |
| Group Executive Producer | Amy Wertheimer |
| Interactive Group Executive Producer | Katie Young |
| Content Producer | Reid Pierce |
| Content Producer | Lizzy Lehn |
| Управляющий делами | Shelly Bloch |
| Менеджер проекта | Tiah Marr |
| Global Deployment Director | Kelly Donahue |
| Global Deployment Manager | Scott Michael Kerr |
| Директор | Chloe Smolkin |
| Director of BBDO Studios | Kelly Matousek |
| Digital Studios Manager | Jimmy Mcgee |
| Линейный продюсер | Jonathan Hsu |
| Post Supervisor | Morgan Ammons |
| Иллюстратор | Bo-Yoon Kim |
| Анимация | Bo-Yoon Kim |
| Анимация / 3D | Ray McGale |
| Редактор | Jason Kim |
| Редактор | 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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