The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Creative Use of Data

Rescue Doodles

Agency BBDO / New York

Client Pedigree

Category

Innovation & Transformation / Innovation in Data

Annual ID

OS23_CU044M

About the Work

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. By tapping into AI and turning doggy doodles into real, adoptable pets, we reached out to the key member of the family and gave children the opportunity to find the perfect dog for their family. Our user journey saw incredible website to textbot conversion rates, 16x higher than industry average and had 56% higher than average textbot engagement levels. Dog lovers loved to engage with our AI doodle to puppy matching experience and we ultimately drove a 6% increase in traffic to Adoptapet.com where users could adopt a dog in real life. We successfully aided our core brand purpose and saw a +2.1pt brand lift in message association with adoption efforts. In addition, our campaign news generated a total of 1,700+ placements resulting in 691 million impressions. Notable coverage included in-depth stories across key outlets such as People (syndicated 6x), It’s Nice That and Daily Paws (syndicated 5x), calling the campaign “ a genius way to find the perfect family dog.”

2023 Awards

Total Points: 3

Merit

Credits

Agency

BBDO / New York

Client / Brand

Mars Petcare

Animator

Ray McGale

Creative Director

Damjan Pita

Designer

Bhanu Arbuaratna

Director

Chloe Smolkin

Executive Creative Director

Peter Kain

Content Producer

Reid Pierce
Lizzy Lehn

Group Planning Director

Annemarie Norris

Planner

Haley Follo

Project Manager

Tiah Marr

Account Manager

Chelsea Berk

Account Strategist

Joseph Williams

Azure Platform Architect

Scott Hermes

Azure Senior Architect

Victor Fuller

Business Manager

Shelly Bloch

Comms Experience Director

Brian Brydon

Delivery Manager

Stephen Fells

Deployment Supervisor

Christina Albert

Digital

Barefoot Proximity

Digital Studios Manager

Jimmy McGee

Director of BBDO Studios

Kelly Matousek

Engineer & Data Scientist

Rohan Kothakapu

EVP, Director of Data Solutions

Steve Viglione

EVP, Senior Account Director

Sally Nathans

Global Deployment Director

Kelly Donahue

Global Deployment Manager

Michael Kerr

Group Executive Director

Amy Wertheimer

Head of Interactive Production

James Young

Illustrator / Animator

Bo-Yoon Kim

Interactive Group Executive Producer

Katie Young

Junior Designer

Jong Yeu Wu

LINE PRODUCER

Jonathan Hsu

media

Essence Mediacom

Post Supervisor

Morgan Ammons

Production

BBDO Studios / New York City
Kin + Carta Plc.

Production Lead

Darlene Newman

public relations

Weber Shandwick

Scrum Master

Melissa Lee

Senior Development Manager

John Orozco

Software Developer in Test

Suhith Pasham

Software Development Engineer

Ignacio Gatti

SVP, Account Director

Elizabeth Maini

UX Designer

Clara Santamaria

UX Research

Isabella Terrazas

VP, Data Science

Cameron Turner

VP, Data Solutions

Christine Yang

Tags

Share To

Related Awards

 

 

 

 

Follow Us