They say dogs always look like their owners, and now you can choose a pooch that looks a bit like you--in a doggy mask.

Pedigree is using Facebook's recently-introduced "Camera Effect" platform to encourage people to find a rescue dog to adopt. The campaign, created to mark National Adopt a Shelter Dog Month, lets people "try on" a variety of dog masks via the platform, then match the one that goes best with their selfie to a real rescue dog in a nearby shelter.

The activity is by BBDO New York and works with help from AllPaws, an online resource that matches pet parents with dogs at nearby shelters. It's an extension of Pedigree's Feed the Good campaign, which has highlighted the benefits of dog ownership.