skills/campaign-canon/references/legendary-campaigns/cards/pedigree-adoptable-2020.md

---
id: pedigree-adoptable-2020
title: "Adoptable"
brand: Pedigree
agency: Colenso BBDO
year: 2020
country: NZ
region: apac
industry: cpg
pattern: [P09, P18]
category: digital_product
idea_type: non_advertising
involvement: participation
channel: digital
duration: campaign
goal: [awareness, advocacy, engagement]
budget: low
emotion: [protective, hopeful, bonded]
emotion_tier: 2
insight_domain: community
media_epoch: social
awards: [dnad_yellow_pencil, cannes_gold]
quality_score: 8
scalability: universal
risk: safe
confidence: medium
quality: stub_enriched
source_url: https://nexusstudios.com/work/pedigree-adoptable/
---

# Adoptable (Pedigree · 2020)

## Insight
Millions of dogs need adoption, but most people find shelter dogs through a search process that feels clinical and sad — opposed to the joyful, browse-and-discover behaviour they already have on Instagram.

## Mechanic
Pedigree built a feature using Instagram's native dog face filter: when the filter detected a dog's face, it would automatically overlay adoptable shelter dogs from the local area — photos sourced from real shelters — and enable immediate enquiry. The technology (P18) ran through the platform users already used to browse dogs.

## Why it worked
Technology as canvas (P18): the dog-detection filter was not a gimmick but the core mechanism — it inserted adoptable dogs into the discovery behaviour already happening. User as co-author (P09): engagement with the feature generated shelter visibility without paid media. Pedigree's brand purpose (supporting dogs) was enacted, not stated.

## Steal
Map the actual discovery behaviour of your audience, then build a feature that serves the brand purpose inside that existing behaviour rather than interrupting it. The platform constraint becomes the product feature.

## Related
- Pattern: [[../MOC-pattern.md#p09]]
- Sibling: [[red-bull-stratos-2012.md|Stratos]]
- Sibling: [[snickers-hungerithm-2016.md|Hungerithm]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*