Pedigree: Dogfishing

Dogfood brand Pedigree raised awareness in the Netherlands of its global ambition to find all dogs their forever home, with a 24-hour digital campaign that turned shelter dogs into AI-generated humans and uploaded them to dating sites.

Brief

Create awareness around Pedigree's global ambition to find every dog's forever home by 2030 and the fact that Pedigree volunteers on a yearly basis and donates food to Dutch shelters.

Insight

The Dutch often choose their dog based on looks or breed instead of selecting them based on their known personality traits or needs that might suit their home situation or lifestyle preferences. This causes mismatches in the long run with over 5000 dogs a year ending up in animal shelters.

Idea

We used AI to turn shelter dogs into human alter egos, highlighting their personality and hobbies in...

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Insights Team
Bray Leino

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