DDB New York's "Rescue Your Doggie Double" is the winner of the second annual Create for a Cause contest sponsored by the Ad Council and Yahoo. As the winner, it will run on Yahoo's sign-in page, one of the most highly trafficked advertising properties on the Internet.
The campaign supports the Shelter Pet Project, a joint venture between the Humane Society of the U.S., Maddie's Fund and the Ad Council. The goal is to help people find the perfect pets to adopt.
When the ad appears on Yahoo's sign-in page, it will invite the user to provide a webcam photo. The person's likeness will appear in a frame while facial recognition technology delves through a database of adoptable dogs to come up with a matching canine portrait.
The effort was designed as a fun way to invest people emotionally in the fate of an unknown pooch. They can click on a link to learn more about their "doggie double." Users can share the results with their friends through e-mail and social networking.
"Rescue Your Doggie Double" was created by Matt Eastwood, chief creative officer; Mario Azzi, art director; Amy Rakowski, copywriter; and Carly Ferguson, producer.
Maddie's Fund was founded by Dave Duffield, co-founder and former chairman of PeopleSoft, and his wife, Cheryl, to honor their miniature schnauzer, Maddie. The fund supports the needs of shelter animals.
Create for a Cause is part of Yahoo for Good, the company's philanthropic platform. The contest is designed to recognize the best in digital advertising for public service campaigns and was open to all agencies that have created digital efforts for nonprofit and federal government agencies.