Pedigree 'Adoptable' Campaign

At Cannes Lions 2024, Pedigree made history with the 'Adoptable' campaign. With over 12 million dogs waiting in shelters, we knew that just making another ad about adoption wasn’t going to cut it. So, we made every ad Adoptable. By using AI, we turned Pedigree's ads into real-time adoption opportunities, featuring actual shelter dogs in need of homes. 50% of the featured dogs were adopted within the first two weeks​

As Group Creative Director, this project was a true testament to the incredible talent and collaboration at Colenso BBDO. We also had the pleasure of working with Nexus Studios, who brought their expertise to make this vision a reality.

This is just the beginning for 'Adoptable,' with the technology set to roll out across major markets, helping even more dogs find their forever homes.

While it’s an incredible honour to have won a Grand Prix, Gold, Silver, and Bronze Lions, as well as a Shortlist, the real reward is working with clients who give us the chance to use creativity and technology for good and making a real impact on the world.

Cannes Lions 2024

GRAND PRIX Outdoor

GOLD LION Direct

SILVER LION Business Transformation

BRONZE LIONDirect

SHORTLIST Direct  

Immortal Awards LBB 2024

IMMORTAL AWARD

ONE Asia Creative Awards 2024

BEST OF SHOW

BEST OF DISCIPLINE: Creative Use of Technology

BEST OF DISCIPLINE: Direct Marketing

BEST OF DISCIPLINE: Out of Home & Out of Home Craft

GOLD Awards x 4

​​London International Awards (LIA) 2024

GRAND PRIX in Billboard

GOLD in Billboard

GOLD in Non-Traditional

GOLD in Transformative Business Impact

SILVER in Direct

SILVER in Non-Traditional

Axis Awards 2025

GRAND AXIS

GRAND PRIX in Innovation in Out of Home

GRAND PRIX in Tech Driven Creative GOLD in Design Product Tech GOLD in Direct Digital GOLD in Creative Use of Data in Direct GOLD in Innovation 

Spikes Asia Awards 2025

GRAND PRIX in Innovation

GOLD in Outdoor Ambient Large Scale

GOLD in Digital Craft Use of Technology BRONZE in Outdoor Use of Ambient Media

CLIOS 2025

GRAND CLIO Direct – Out of Home GRAND CLIO Innovation – Out of Home​

GOLD CLIO Direct – Out of Home GOLD CLIO Innovation – Out of Home

GOLD CLIO Creative Business Transformation

GOLD CLIO Media - Out of Home​

SILVER CLIO  Digital​

D&AD Awards 2025

GRAPHITE PENCIL – Direct / Press & Outdoor

WOOD PENCIL– Digital Marketing / Use of Emerging Technology

WOOD PENCIL – Direct / Use of Emerging Technology

SHORTLIST – Media / Press & Outdoor

SHORTLIST – Press & Outdoor / Innovation