Colenso BBDO creates facial recognition software to help Pedigree find homeless dogs homes
CB Exclusive – Colenso BBDO, Auckland, in conjunction with PEDIGREE, has created a campaign using facial recognition software to connect homeless dogs to their human doubles.
In 2010 Colenso began work with facial recognition experts, NEC to develop human to canine pairing software, designed to connect real homeless dogs to their human doubles.
PEDIGREE’S global positioning is ‘We’re for dogs’ and central to this is the PEDIGREE Adoption Drive. Every year, the Adoption Drive offers support to thousands of abandoned dogs across New Zealand. Now in its 3rd year, MARS New Zealand asked Colenso BBDO to come up with an idea that would open the door to more dog adoptions.
“The PEDIGREE Adoption Drive is a key part of the PEDIGREE brand. In early 2010 we gave Colenso the challenge to help us develop an idea around this initiative for us that would help engage consumers with the campaign more, encourage consumers to adopt dogs and help us to help dogs find a better life. We were immediately taken by the idea and saw it as a strong fit to the campaign and one that we believe will take the campaign forward in 2011”, says Pete Simmons, marketing director, MARS NZ.
Says Aaron Turk, digital creative director, Colenso BBDO: “I love the fact we’ve used facial recognition technology to connect real people with real homeless dogs at SPCA centers around the country. There’s a truth out there that people look like their dogs, so creating software that gives everyone a chance see who their dog match is, is not only awesome but it’s for an incredibly good cause.”
17 Comments
doggelganger’s doggelganger: http://www.bestadsontv.com/ad/36081/The-Shelter-Pet-Project-Doggie-Double
Didn’t we see exactly the same idea executed by DDB New York called “Shelter Pet Project” on Bestads?
I think they should feed this campaign to the dogs and do
Something original.
Here’s the quote on Adam Good’s blog:
“Colenso BBDO, in conjunction with PEDIGREE, has created a world first campaign using facial recognition software to connect homeless dogs to their human doubles.” (My italics.)
Oops.
http://adamjamesgood.wordpress.com/2011/04/27/doggelganger-a-human-to-canine-pairing-innovation-to-help-find-homeless-dogs-homes/
This would be great if the website worked…..
Busted.
Big time.
not only busted but its broken as well. you guys look like you’re still missing all the aim guys the left last year
no dog just a grey box…wow might put this in one of those rubbish bags you guys did last month
beyond broken, any actual images of dogs on this site? ask ddb new york if you can borrow some of theirs
The link to the site now works
God, how many of these things just simply don’t work?
Me got grey box, not greyhound.
Haven’t Tequila in Melbourne been doing exactly the same idea too?
Guess they are trying to get it done quickly in time for the cannes deadline. Interesting though… Because work has to have run by April 30 they have 3 days to get it actually working.
Or because it’s a website can you be dodgy and keep updating all the way up until judging starts?
2.36 probably, but then again, not a big leap is it. Dogs looking like owners.
Old hat.
I like it.
off topic a bit but found this funny.
http://www.flickr.com/photos/mutereportage/sets/72157624109195387/
I tried this and it recommended a sort of Waimarana cross bastard sort of thing. I have two French Bulldogs. What should I do, kill my dogs and take the bastard, or ignore the website? Please help.