Fosterverse

Objective

Pedigree aimed to combat pet homelessness by removing real-world barriers to dog fostering. Many potential foster families face restrictions—landlords, space limitations, living situations—that prevent them from helping rescue animals. By launching a metaverse-based program in Decentraland, the brand created a barrier-free way for anyone to virtually foster and promote adoptable dogs, while matching donations up to $100,000 to fund foster programs at shelters and rescues nationwide.

Solution

Fosterverse allowed Decentraland landowners to upload 3D avatars of real rescue dogs from Adopt a Pet onto their virtual properties. Each avatar was powered by an AI chatbot that introduced the dog's story and personality to visitors. Users could interact with the dogs, learn about their backgrounds and adoption status, and directly adopt them through a link back to Adopt a Pet. Participants who fostered dogs earned custom Fosterverse wearables to display in Decentraland. The program was accessible via Pedigree.com/Fosterverse and ran from January 24, 2023.

Results

Fosterverse won a D&AD Pencil in 2024 in the Gaming & Virtual Worlds category.