Pedigree: Adoptable

Pedigree are on a mission to end dog homelessness. And Colenso have a history of making amazing campaigns aimed at driving people to adopt shelter dogs.

We know that the more shelter dogs are seen in the world, the less stigma is attached to them and the more they are adopted.

So this time instead of making an ad about adoption we made every single Pedigree ad adoptable. Nexus Studios in London somehow managed to build the technology to bring this to life, using images of shelter dogs taken by shelters and give them a studio glow-up to be used in any piece of Pedigree communications.

It’s a game changer for Pedigree, who can now work with shelters everywhere to get their dogs seen in their best light, and then hopefully into loving homes. Like Tiny the chihuahua, who we put on a GIANT billboard to find him an adopter.

Many, many hands made this work. I was simply lucky enough to get a piece of the action.

My role: Group Planning Director / Deputy Head of Planning

Awards:

Cannes Lions GRAND PRIX, Gold, Silver & Bronze

Grand LIA (Outdoor) & 4x Gold & 4x Silver

LBB Immortal Award - Global (one of four globally)