DDB launches AI tool on Instagram to help find rescue dogs a home

DDB Sydney has created a ‘PetMe’ campaign which aims to find rescue dogs a home by using a hashtag on Instagram.

The campaign uses artificial intelligence which can identify dog breeds, size, coat and temperament and is able to match those qualities with over 9,000 rescue dogs across Australia.

Created for PetRescue, the campaign asks Australians to post an image of a dog using the #petme hashtag. The AI will then recognise the breed and send a comment to everyone offering a dog for adoption.

Alex Newman, senior art director at DDB Sydney, said in a statement: “We noticed there are so many pets getting lots of love and attention on Instagram, while at the same time in shelters pets are having a hard time just getting noticed. So we thought, how can we use these Insta-famous dogs to help the non-famous ones find a home?”

Patrick Schroen, from UFO Technologies, added: “Behind the scenes we’re using a database of breed characteristics and machine learning to match dogs with PetRescue’s database. It’s a great example of how machine learning can be used for a good cause.”


  • Agency: DDB Sydney
  • MD: Priya Patel
  • CCO: Ben Welsh
  • ECD: Tara Ford
  • Creative Art Director: Alex Newman
  • Creative Copywriter: Guilherme Machado with Creative Developer/Technologist Patrick Schroen
  • Creative Strategist: Augusto Correia
  • Design: Dandreti Design

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