In this episode, we’re joined by Anthony Dean, Marketing Director at Mars Pet Nutrition ANZ and the creative force behind Pedigree’s Cannes Lion-winning Adoptable campaign.
Anthony shares the story of how his team and agency partners asked a bold question: Can AI help solve dog homelessness?
You’ll hear:
How Pedigree’s brand purpose drove innovation that found homes for hundreds of shelter dogs
The behind-the-scenes journey of creating AI-powered dog adoption ads in under six months
Why “purpose powers innovation” became the golden thread of the campaign
The real-world impact — shelters experiencing six times their normal foot traffic
Anthony’s advice for marketers exploring AI: start with the business problem, not the tech
This episode was recorded live at AANA’s RESET for Growth Conference.
A powerful reminder that when brands stay true to their purpose, technology becomes a tool for real-world impact.