Pedigree has partnered with Colenso BBDO and Nexus Studios to launch a new initiative that leverages artificial intelligence (AI) to transform photos of shelter dogs into studio-quality images for use in Pedigree's digital ads.

Dubbed 'Adoptable', the initiative aims to place real, adoptable shelter dogs at the heart of global advertising, supporting Pedigree's mission to end dog homelessness. With an estimated 12 million dogs in shelters worldwide, the initiative could have a significant impact. The initiative was first launched in Pedigree's global test market, New Zealand, and is now being refined and rolled out globally.

Adoptable's AI model can map the image of a dog to a CGI rig, allowing the digital dog double to be positioned into any pose to suit any media format. When a featured dog is adopted, it is instantly dropped out of media rotation. The initiative also addresses the issue of dogs being returned to shelters by matching breeds to the locations and households that suit them best through geo-targeting and First-Party Data. This approach saw a significant uplift in adoption rates.

Within the first two weeks, 50% of shelter dogs featured had been adopted, and traffic to shelter site profiles increased six times. Potential pet parents were 12% more likely to adopt when they came into the shelter site via an Adoptable asset.

"Adoptable is a transformational step for us at Pedigree. It puts our purpose at the heart of everything we do. Soon, our advertising won’t just take our products to the world, it’ll take adoptable dogs, too," said, Global Brand Director, Pedigree, Fabio Alings.

Chief Creative Officer, Colenso BBDO, Simon Vicars, said: "Every ad Pedigree makes around the world has one universal similarity. It always features a dog in it. We wondered, what if that dog could be adoptable? By developing this technology, we can put purpose into the commercial realities of an FMCG brand. Sales driving and product-centric work can now power our ambition to end dog homelessness."

"Right now, 25% of our media spend goes towards purpose-led work. Adoptable gives us the ability to mobilise every media dollar behind dogs longing for their forever home. We know that if we can help shelter dogs be seen, we can help them be adopted," said Pedigree Global Marketing Manager, Mehgan Recker.