Colenso 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.”
31 Comments
doggelganger’s doggelganger: http://www.bestadsontv.com/ad/36081/The-Shelter-Pet-Project-Doggie-Double
I smell Fleet.
You mean to say no one at Colenso or NEC were aware that this had been done before? How can NEC be called facial recognition experts and not be aware of a great facial recognition application. What a load of tosh. Nice idea, just not 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/
how incredibly embarrassing for both agencies:
re: http://www.bestadsontv.com/ad/36081/The-Shelter-Pet-Project-Doggie-Double
truly, truly embarrassing. humiliating.
They copied it…and then executed it poorly compared to the original. #doublefail
Looks like a case of unfortunate timing…
Oh My Dog
A world second.
doesn’t work = producer fail
beyond broken, any actual images of dogs on this site? ask ddb new york if you can borrow some of theirs
with three digital CD’s you surely you can come up with an original idea?
“Oh shit, it’s been done. Quickly… send in a press release with a weblink that goes nowhere to give us more time to finish the site, so it looks like ‘unfortunate timing’.”
“And yes, let’s still enter it.”
Did the wrestling career not work out then?
interactive agency of the year my arse
Good is the enemy of great. (Can’t believe it’s taken me so long to think of that.)
Try http://www.doggelganger.co.nz/
The link to the site now works.
the same uploaded image just sent me 7 different breeds of dogs, facial recognition my arse. NEC fail / colenso fail
Not only did they rip off DDB New York, but they ripped off Droga 5 too, with their ASB art direction.
Doggelganger, doggelganger, bankelganger.
Whoa,
Double rip off!!
Yeah, it’s a bit of a scam and it may be a rip but I still like the execution of it. Good on them for getting it away, just as long as “no animals (or clients) were hurt in the making of this production”
Looks like both campaigns hit together. Sucky luck.
Aside from that, it’s a nice, simple insight. The face scanning thing is pretty fancy, technology is always fun to see.
But don’t like the Minority Report execution. Could have been much sweeter. Dogs are cute as heck.
7:14 yeah think they got the timing wrong and the art direction, the ‘minority report’ is just a distraction and a bit over the top as it just throws out any old dog. should feel more like walking into a dog kennel or spca, nice warm and friendly. the ‘entertainment tonight’ intro with the gold letters is a little OTT as well. if the facial recognition application actually did something I’d say chuck it into a few awards but is a scam and throwing up any old thing. well done to ddb new york not only first (they did their ‘beta’ testing internally and not on a advertising blog) but nice and simple and did the insight justice.
can the next thing colenso post on this blog either a) not be a scam or b) not be one of aim’s ideas stolen
12:34 you’re a douche. Say that directly to Wortho.
Brilliant idea. Bloody sad timing. I assume the 6 to 12 months it would have taken to create this thing rules out copying…so back off you losers. Always with the Colenso hating! God get a life haters.
4:17 6 – 12 months to design and build a random image generator! yeah right
11:01 – well it didn’t take 1 day did it? No.
I’m so glad we have finally caught Osama bin Laden, what a shame they couldn’t catch him alive, we could have had some memorable photos of him in his underpants like with Sadam
Irregardless of whether this doggie reconiton software was copied / altered partially, or completely, isn’t the point about encouraging people to adopt these wonderful animals, that are desperate for a loving home? Let’s focus on that rather than software bashing. As I see it, tech nerds need to get off the computer, and take their narrow minded opinons into a shelter and stare into the eyes of a dog who sits waiting for a home. Who cares who came up with it first or second, its about the dogs! They are beautiful, and the software is a neat way for people to look for a great pet.
kingstonian who cares