The Big AI 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 turn amateur images of real-life shelter dogs into high-quality, professional-grade photos.

What happened next?

The ad won the Outdoor Grand Prix at the Cannes Lions Festival of Creativity in June, one of the festival’s top prizes.

According to Nexus Studios, Pedigree saw an increase in shelter visits in the first two weeks of the campaign, with visitors being 12% more likely to adopt when having seen the campaign. 50% of the featured dogs were adopted as well. 

Lessons learned

AI-generated ads can resonate with consumers and still win big. 

Marco Venturelli, jury president and CCO of Publicis Groupe France, said the ad used AI in support of a brand commitment, rather than using it for technology’s sake.

“[AI] was not replacing the craft, but moving the category further,” he said.