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Category
Public Service Integrated Branding / Public Service Integrated Campaign
Annual ID
140448A
About the Work
Territorio de Zaguates, a non profit organization, struggles to rescue and find homes for hundreds of abandoned dogs. However, 94% of these are mixed breeds, a barrier for adoption, since they are considered less valuable than purebreds.
To raise the interest on mixed breed dogs and increase the number of adoptions for our client, we stood on an irrefutable truth: by having a mix of different breeds present in them, mutts are unique and unrepeatable. This would prove a strong enough factor to drive a cultural shift towards the adoption of mixed breed dogs.
The authority on the subject and Costa Rican TV celebrity, Dr. Oscar Robert, introduced the shelter's dogs to the public, but for the first time, instead of mutts, they were presented as a Unique Breed.
This marked the beginning of an integrated campaign including outdoors, social media, events and TV appearances.
To raise the interest on mixed breed dogs and increase the number of adoptions for our client, we stood on an irrefutable truth: by having a mix of different breeds present in them, mutts are unique and unrepeatable. This would prove a strong enough factor to drive a cultural shift towards the adoption of mixed breed dogs.
The authority on the subject and Costa Rican TV celebrity, Dr. Oscar Robert, introduced the shelter's dogs to the public, but for the first time, instead of mutts, they were presented as a Unique Breed.
This marked the beginning of an integrated campaign including outdoors, social media, events and TV appearances.
2014 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
GarnierBBDO / San Jose
Art Director
Hector Acuna
Creative Director
Manuel Travisany
Photographer
Jose Pastor
Alex Zuniga
Agency Producer
Tomas Jankovich
Content Strategist
Alexandra Orozco
Ivonne Aguilar
Creative Team
Alan Carmona
Rolando Madrigal
Esteban Mclean
Dr. Oscar Robert
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