Creative Data Spike Award

Case Film

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Product / ServiceMYHOOMAN
CategoryC02. Data-driven Consumer Product
Idea Creation COLENSO BBDO Auckland, NEW ZEALAND
Media Placement WAVEMAKER Auckland, NEW ZEALAND
Post Production LEVO Sydney, AUSTRALIA


Name Company Position
Dan Wright Colenso BBDO Group Executive Creative Director
Maria Devereux Colenso BBDO Executive Creative Director
Kim Ragan Colenso BBDO Creative Director
Charlie Godinet Colenso BBDO Senior Art Director
Rob Graves Colenso BBDO Senior Copywriter
Shannon Doidge Colenso BBDO Copywriter
Ahamd Salim Colenso BBDO Group Business Director
Nico Hume-Ainsworth Colenso BBDO Group Business Director
Arameh Bozorgi Colenso BBDO Programme Director
James Tucker Colenso BBDO Senior Planner
Teresa Luckman Colenso BBDO Experience Design Lead
Emma Tait Colenso BBDO Digital & Data Strategist
Fabio Alings Pedigree Global Brand Director
Cormac Van Den Hoofdakkeer Mars Marketing Manager
David Way Watermark Creative Creative Director
Shannon Jahnel Lanktree Watermark Creative Animation & Illustrator
Tennille Barnes Colenso BBDO Head of Digital Production
Claudio Varoli-Piazza Colenso BBDO Senior Digital Producer
Chris Domin Colenso BBDO Senior Digital Producer
Amanda Theobald Colenso BBDO Senior Digital Producer
Elle Kiddie Colenso BBDO Digital Producer
Dean Pomfrett Colenso BBDO Digital Design Director
Hamish Steptoe Colenso BBDO Senior Designer
Josh Hart-Vrijkotte Colenso BBDO Designer
Jodie Heron Colenso BBDO Digital Designer
Casey Chan Colenso BBDO Digital Designer
Nic Seagrave Colenso BBDO Digital Experience Designer
Logan Maire Colenso BBDO Lead Creative Technologist
Anna Markova Colenso BBDO Technical Lead
Ryan Potter Colenso BBDO Senior Developer
Kyle Wetton Colenso BBDO Full Stack Engineer
Daniel Mackay Levo Lead Backend Developer
Clive Haskins Levo Head of Solution Architecture
Bahvesh Borad Levo Senior Backend Developer
Mahdi Shahbazi Levo Lead Backend Developer
Michelle Wade Colenso BBDO Delivery Director - Experiential
Maddy McLean Colenso BBDO Delivery Director - Experiential & Staff
Charlotte Upton Colenso BBDO Copywriter
Callum McDonald Colenso BBDO Copywriter
Jane Cathcart Colenso BBDO Programme Director
Isabelle Hooper Colenso BBDO Digital Experience Designer
Kees Bakker Colenso BBDO Experience Designer
Adrian van Nierop Colenso BBDO Lead Product Engineer
Andrew Kerr Colenso BBDO Software Engineer
Ashlee Harris Colenso BBDO TV Producer

Why is this work relevant for Creative Data?

MyHooman is a digital product for pet adoption. The entire platform is only made possible by data. MyHooman takes potential adopters’ data and analyses it against the data of hundreds of shelter dogs. The dog data is built using multiple datasets, from trusted data sources such as Waltham Institutes breed data and collected from shelters themselves as they upload new dogs. This was then transformed into an experience for adopters to find their best dog match – flipping the adopter mindset from ‘what I want’ to ‘what I can provide’ whilst also saving shelters time with fewer, better quality applicants.


Currently 500 million dogs worldwide are homeless. It’s Pedigree’s mission to put an end to this harrowing statistic by 2030. While they have driven pet adoption through marketing, there are inherent challenges that lie at the core of the traditional adoption model that limits their success. All too often, people are shopping for the dog they want - based on superficial reasons like appearance and breed, and not the dog that’s right for their lifestyle. As a result, up to one in five dogs are returned to shelters because humans shop for them like they’re an accessory, and being constantly bounced between shelters can have long-lasting detrimental effects on the dog. We needed to rethink pet adoption so that Pedigree could better live up to their mission, so we launched a new brand - MyHooman, the first end-to-end adoption system that puts dogs first.

Describe the Creative idea / data solution (20% of vote)

MyHooman flips the way traditional animal adoption works. It stops humans shopping for animals based on superficial reasons, such as appearance, breed or ‘cuteness,’ and instead helps dogs find the human that’s right for their needs. It does this by taking subjectivity out of the equation, using data to match dogs to the right adopters for them, before even allowing the adopter to see which dogs are on the platform. For adopters, this approach means they find their ideal doggy match faster, and because the pool of dogs are pulled in from many different shelters, the process is streamlined and requires less legwork from them to find their fur friend.

Describe the data driven strategy (30% of vote)

The opportunities to leverage data was core to MyHooman. To define the problem, we used a human-centred-design process, forming a shelter co-creation panel, supported by global insights supplied by Mars. By developing an end-to-end understanding of the dog adoption process we identified the audiences – shelters and adopters – and their associated ‘pains and gains’. We then used this data to ensure we matched the right dog to the right human. By activating the previously unused data collected by shelters, we asked adopters to ‘find their match’ – presenting them with dogs that suited their lifestyle, personalising the match message to enhance the connection between the adopter and their best match. Finally we used the information we knew about the user to personalise the platform experience with dynamic content, showcasing why a match is right for you.

Describe the creative use of data, or how the data enhanced the creative output (20% of vote)

The data collected throughout the experience is used to enhance the creative output in two key ways; the core of MyHooman and personalisation at scale. The data from both the dog and the adoper is used to drive the perfect match, enabling us to bring our belief in “dog-first” to life in a very real way. MyHooman surfaces the data collected through the experience to drive dynamic personalisation and relevance on-platform. With every dog someone matches with, comes a dynamic description based on their behavioural and personality traits, as well as tiles to signal why you would make a perfect home for this dog. Beyond the immediate experience benefits to the adopter, MyHooman uses data to evolve the platform and how the brand shows up, through optimisation and data aggregation.

List the data driven results (30% of vote)

MyHooman has been tested in New Zealand, and soon rolls out globally. Since launch, an incredible 65% of the entire independent New Zealand dog shelter industry has signed up to MyHooman – exceeding Pedigree’s ambition of 50% by 30%. This number is even more outstanding when considering that to achieve this, MyHooman had to overcome 0% brand awareness, 0% product awareness. MyHooman has smashed it’s onboarding target by 448.7% in just 9 quick months. In regards to adoptions, 37% of visitors to the site matched with potential dogs, 1 in 8 started an adoption application, with 41% of dogs uploaded to the platform being adopted so far.


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