ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
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Category
Best of Creative Use of Technology
Annual ID
OA24_CT001G
For over a decade, PEDIGREE has made it their mission to end dog homelessness. But there are commercial realities for an FMCG brand like PEDIGREE. They will always need to invest more budget in advertising that focuses on product over purpose. Adoptable changes that. Adoptable puts PEDIGREE’s purpose into every piece of digital advertising they make.
Adoptable is a stable diffusion machine learning model, an innovative approach that gives unprecedented control over outputs compared to generic AI models.
Most shelter dogs are mixed breed so don’t conform to a generic shape. Our unique solution creates an adaptable 3D model of the individual dog with grooming information applied to enable representation of the individual dog. This allows Adoptable to be rolled out at scale, requiring minimal effort from shelter with maximum benefit.
The fully augmentable rig means we can pose a dog in any position we desire, right down to micro expressions in the face, enabling unprecedented control and consistency over each output. This allows us to create a photo-real double in any pose or expression to suit any piece of PEDIGREE creative.
Now, instead of making a small amount of ads about adoption, every PEDIGREE ad can be adoptable. Allowing 100% of PEDIGREE’s media budget to not only bring their products to the world, but take shelter dogs to the world, too.
Adoptable is a stable diffusion machine learning model, an innovative approach that gives unprecedented control over outputs compared to generic AI models.
Most shelter dogs are mixed breed so don’t conform to a generic shape. Our unique solution creates an adaptable 3D model of the individual dog with grooming information applied to enable representation of the individual dog. This allows Adoptable to be rolled out at scale, requiring minimal effort from shelter with maximum benefit.
The fully augmentable rig means we can pose a dog in any position we desire, right down to micro expressions in the face, enabling unprecedented control and consistency over each output. This allows us to create a photo-real double in any pose or expression to suit any piece of PEDIGREE creative.
Now, instead of making a small amount of ads about adoption, every PEDIGREE ad can be adoptable. Allowing 100% of PEDIGREE’s media budget to not only bring their products to the world, but take shelter dogs to the world, too.
2024 Awards
Total Points: 60
Best of Discipline Award
Credits
Agency
Colenso BBDO
Client / Brand
Mars
Production Company
Nexus Studios / London
Art Director
Tim Thach
Chief Creative Officer
Simon Vicars
Chief Strategy Officer
Rob Campbell
Copywriter
Isabel Snellen
Creative Director
Haylie Craig
Designer
Stella Wilson
Group Creative Director
Duncan Bone
Hadleigh Sinclair
Kimberley Ragan
Strategy Director
James Tucker
Data Strategy Director
Emma Tait
Group Strategy Director
Martin Bassot
Account Manager
Darcy Ellis
Chief Executive Officer
Angela Watson
Digital Demand Director
Bianca Malcom
Digital Design Director
Sonya Milford
Digital Designer
Casey Chan
Flora Zhou
Dog Portfolio Manager
Rodrigo Alferi
Global Brand Vice President
Fabio Alings
Global Marketing Manager
Meghan Recker
Head of Digital Production
Tennille Barnes
Head of Integrated Production
Charlotte Glennon
Head of Technology and Innovation
Logan Maire
Innovation and Transformation Lead
Nico Hume-Ainsworth
Lead Digital Producer
Elle Kiddie
Lead Integrated Producer
Anna Flaws
Mac Op
Bri Russell
Managing Partner
Natalie Downes
Retoucher
Reks Kok
Senior Business Director
Jane Cathcart
Senior Mac Op
Tias Sommers
Senior Programme Director
Clare Bone
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