The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Digital & Online / Websites & Mobile
Annual ID
OS23_DM042B
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.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
BBDO / New York
Client / Brand
Mars Petcare
Animator
Ray McGale
Chief Creative Officer
David Lubars
Luiz Sanches
Matt MacDonald
Creative Director
Damjan Pita
Jim Connolly
Designer
Bhanu Arbuaratna
Editor
Jason Kim
Alex Lubars
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 and 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
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