PetRescue Digital #petme by DDB Sydney

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Industry Environmental & Animal Issues
Media Digital, Interactive & Mobile
Market Australia
Agency DDB Sydney
Chief Creative Officer Ben Welsh
Executive Creative Director Tara Ford
Creative Director Guilherme Machado, Alex Newman
Art Director Alex Newman
Released August 2018

Credits & Description

Media: Interactive
Category: Public interest
Client: PetRescue
Agency: DDB Sydney
Country: Australia
Chief Creative Officer: Ben Welsh
Executive Creative Director: Tara Ford
Creative Director/ art director: Alex Newman
Creative Director/ writer: Guilherme Machado
MD: Priya Patel
Creative Developer/Technologist Patrick Schroen
Creative Strategist: Augusto Correia
Design: Dandreti Design
A dog obsessed AI is helping pets get adopted all across Australia. Online, pets get a lot of love. Especially on Instagram – some dogs have more than five million followers and get a million likes every day, while rescue dogs struggle to get attention and, most importantly, find a new owner. Knowing that people who follow these dogs online are most likely to adopt if they find a pet of their favourite breed available for adoption, DDB Sydney together with PetRescue have combined data and machine learning to create a solution. We’re calling it PetMe. PetMe is an AI capable of identifying dog breeds, temperament, size and coat, and matching those qualities to over 9000 available rescue dogs across Australia. This is how it works – post any dog image using #petme. The AI will recognize the breed and auto-comment back to everyone offering a dog of exact or similar qualities up for adoption.