Colenso BBDO’s AI campaign ‘Adoptable’ steals the spotlight at Cannes

Colenso BBDO’s campaign highlighting and aiming to combat dog homelessness has been awarded a Grand Prix in Outdoor at the annual Cannes Lion Festival of Creativity.

In session this week, the festival recognises the work from the advertising and communications industry the world over – and is widely regarded as one of the industry’s most prestigious awards events.

On day one of the festival the first winners in the Health & Wellness, Outdoor, Pharma, Print and Publishing, and Audio and Radio categories were announced.

Colenso BBDO took out the Grand Prix in the Outdoor category for its campaign, “Adoptable”, which it put together for Pedigree earlier this year.

Cannes judges reported that Colenso “stole the spotlight” with Adoptable, which used a machine-learning model to transform a basic photo of real dogs from Kiwi shelters into professional photos that were then used in advertising screens and billboards. Each ad directs viewers to more info about that “adoptable” dog, and where it was located. Once adopted, photos of that dog were dropped out of media rotation.

The campaign was praised for its creative use of AI to highlight Pedigree’s goal to end dog homelessness.

In the same category, Dentsu Creative, Auckland won silver for its campaign Aid Aisle for Fresh Choice, where it created a pop-up supermarket in the middle of ultra marathon, the Kepler Challenge, last December.

DDB Aotearoa walked away with two bronze awards, for its “Ad on” campaign with Lumo and McDonalds and for “iTest: Comparing Apples with Androids” for Samsung.

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