Creativity

The Shelter Pet Project: Adopt Your Doggie Double

Find your perfect canine match

Published on Mar 28, 2011

Editor's Pick

They say dogs often resemble their owners - but what about deliberately choosing a pet whose features match your own?

Visitors to Yahoo!'s log-in page could match their own features with that of their 'doggie double' all day on Saturday 26th March, as part of an online campaign for The Shelter Pet Project (a joint venture between The Humane Society of the United States, Maddie's Fund and the Ad Council). Facial recognition technology analyzed the webcam user's features, then compared them to various breeds, before routing then to a PetFinder.com-powered engine to locate similar dogs available for adoption in the area.

The campaign was a pro bono project through DDB New York, which was named the winner of the second annual Create for a Cause contest, recognizing the best in digital advertising for public service campaigns, sponsored by the Ad Council and Yahoo!. The winner of the award receives 24 hours of donated media space on the Yahoo! log-in page.

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Credits

Date
Mar 28, 2011
Agency:
DDB New York
Client:
The Shelter Pet Project
Creative Director:
Joseph Cianciotto
Senior Copywriter:
Amy Rakowski
Art Director:
Mario Azzi
Technical Director:
Markus Winkler
Senior Producer:
Carly Feguson

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