Cheil Worldwide and King Ddangkong, a shelter dog in South Korea well-known on YouTube, have launched My Dog Twin, an AI-powered platform that connects potential pet adopters with shelter dogs based on physical and personality similarities.
Each year, around 80,000 dogs are abandoned in South Korea, with numbers spiking during holiday seasons when people travel for extended periods. To raise awareness and promote adoption, My Dog Twin was introduced at the start of the Lunar New Year, one of South Korea’s biggest holidays.
The campaign says the initiative is based on research suggesting that people tend to choose pets with features and traits similar to their own. When someone uploads a selfie on the My Dog Twin website, the “cross-species AI matching system” scans hundreds of shelter dog photos to find the one that has the most physical and personality similarities with the person.
For example, says the campaign “Round cheeks will be matched with fluffy jowls, a thoughtful expression with a calm senior dog, or an energetic smile with a playful pose.”
Each match result provides details about the selected dog, including its name, age, and personality traits, along with a similarity score and an explanation of why the pairing is a good fit.
Users can inquire about adoption with a single click. Additionally, every time someone shares their match on social media, 100 won ($0.07) is donated to Korean Dogs Sanctuary Rescue to support shelter animals.
AI matching system looks at hundreds of shelter dog photos to find the one that has the most physical and personality similarities with the person.
“We have been carrying out campaigns aimed at solving societal issues through K-content such as launching a poster of drama that gives women drug-detecting strips to protect them from spiked drinks,” said Hyekyung Jeong, Creative Director, Cheil Worldwide.
“We are once again bridging the fictional world with the real world now with My Dog Twin, hoping to make a good opportunity for shelter dogs to meet new families.”
Within two weeks, more than 20,000 people have visited My Dog Twin. The campaign will run until March 31st and be promoted through owned channels including YouTube, Instagram, and TikTok.
Credits
Campaign Title: My Dog Twin
Client: JTBC
Marketing Director: Hyukjoo Lee
Marketing Senior Manager: Juyoung Ahn, Yeonhee Kim
Marketing Assistant Manager: Hyesoo Seo
Creative Agency: Cheil Worldwide
Creative Director: Hyekyung Jeong, Kangmin Kim
Art Director: Kangmin Kim
Copywriter: Hyekyung Jeong
Strategist: Hyekyung Jeong, Seunghyun Lee, Jihyun Lee
Account Executive: Annie Ok, Heejung Choi
Media Planner: Kwangdug Lee, Jihee Kim, Yoonhwan Ko, Yujin Jung
Production: Studio Stand
Producer: Hank Sungho You
Director: Chris Hyowon Choi
Cam Operator: Hak Mun
Photographer: Hanjun Kim
Photography Assistant: Jiyoun Choi
AI Tech Company: Kasvu Labs
