Pedigree
Cannes Lions - Bronze: Direct Lions.
Young Guns - Finalist: Not for Profit / Charities.
Spikes Asia - Grand Prix: Digital.
Spikes Asia - Gold: Digital.
Spikes Asia - Bronze: Direct.
DMA Asia - Gold: Online Marketing,
DMA Asia - Silver: Website.
FWA Site of the day.
Featured by The Huffington Post
THE BRIEF
Every year, The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. In its third year, Pedigree asked us to come up with an idea that would reinvigorate the initiative and open the door to more dog adoptions than ever.
THE IDEA
Our objective was to get more people to become aware of the plight of homeless dogs, and increase dog adoptions in the process. To get a person to fall in love and adopt a dog you have to first get them to the shelter. By creating a user experience that paired a real person to a real homeless dog we created a personal experience that immediately set up an emotional connection. In the words of one user (A. Steedman): “When you see those eyes looking back at you, it’s almost impossible to not set up a meeting.” People were alerted to the website through an EDM campaign sent to the mailing lists of affiliated animal justice partners. This EDM was accompanied by a seeding strategy.
THE EXECUTION
Studies have shown that some of the happiest dog and owner pairs share similar features, personality traits, even body types. That’s we developed Doggelgänger; human to canine pairing software, designed to connect homeless dogs to their human doubles. This state-of-the-art software analyses your features, and compares them with a nationwide database of real dogs looking for adoption. By partnering with shelters across the country, Doggelgänger has given homeless dogs everywhere the very best chance to set up that vital first meeting in the journey to finding a new home.
Young Guns - Finalist: Not for Profit / Charities.
Spikes Asia - Grand Prix: Digital.
Spikes Asia - Gold: Digital.
Spikes Asia - Bronze: Direct.
DMA Asia - Gold: Online Marketing,
DMA Asia - Silver: Website.
FWA Site of the day.
Featured by The Huffington Post
THE BRIEF
Every year, The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. In its third year, Pedigree asked us to come up with an idea that would reinvigorate the initiative and open the door to more dog adoptions than ever.
THE IDEA
Our objective was to get more people to become aware of the plight of homeless dogs, and increase dog adoptions in the process. To get a person to fall in love and adopt a dog you have to first get them to the shelter. By creating a user experience that paired a real person to a real homeless dog we created a personal experience that immediately set up an emotional connection. In the words of one user (A. Steedman): “When you see those eyes looking back at you, it’s almost impossible to not set up a meeting.” People were alerted to the website through an EDM campaign sent to the mailing lists of affiliated animal justice partners. This EDM was accompanied by a seeding strategy.
THE EXECUTION
Studies have shown that some of the happiest dog and owner pairs share similar features, personality traits, even body types. That’s we developed Doggelgänger; human to canine pairing software, designed to connect homeless dogs to their human doubles. This state-of-the-art software analyses your features, and compares them with a nationwide database of real dogs looking for adoption. By partnering with shelters across the country, Doggelgänger has given homeless dogs everywhere the very best chance to set up that vital first meeting in the journey to finding a new home.