AI’s big moment
In April, Pedigree used AI for its “Adoptable” campaign to promote pet adoption.
Created by New Zealand agency Colenso BBDO and production company Nexus Studios, the out-of-home (OOH) ads used machine learning models to digitally transform amateur images of real shelter dogs into high-quality, high-quality photos professional.
What happened next?
The ad won the Outdoor Grand Prix at the Cannes Lions Festival of Creativity in June, one of the festival’s grand prizes.
According to Nexus StudiosPedigree saw an increase in shelter visits during the first two weeks of the campaign, with visitors 12% more likely to adopt after seeing the campaign. 50% of the dogs presented were also adopted.
Lessons learned
AI-generated ads can resonate with consumers while still earning big.
Marco Venturelli, jury president and CCO of Publicis Groupe France, said advertising was using AI to support brand engagement, rather than using it for the sake of technology.
“(AI) wasn’t replacing the machine, it was moving the category forward,” he said.
