AlmapBBDO and Pedigree continue their work to provide a better life for all pets, regardless of breed. Mixed-breed dogs are 90% less likely to be adopted in Brazil, so the campaign began by celebrating mixed dogs as a breed, represented by Caramelo.
Now Pedigree has hosted the first dog show exclusively for mixed-breed dogs to enhance their popularity. The Caramelo Show, held in São Paulo celebrated Caramelo mutts and their four-legged friends, and included an adoption fair in partnership with the Instituto Ampara Animal. During the initiative, developed by AlmapBBDO, five dogs found families, reinforcing the brand’s goal of ensuring that all pets find loving, responsible homes.
The Caramelo Show’s interactive, welcoming structure provided dog lovers with a variety of experiences. One of the most moving moments came as mutts were paraded through the event space while an announcer told the stories of their pre-shelter lives and introduced them to the audience, presenting their names, weight, age, and personality. Attendee dogs received plaques with distinctions such as Pure Charm, 100% Cute, and King/Queen of Charisma, to celebrate the traits they most identified with.
Campaign ambassador, Tatá Werneck, fell in love with Alice, a Caramelo who’d been rescued from an abusive home. Unlike the rest of the dogs, that spent the event happily playing and interacting, Alice had to sit on Ampara volunteers’ laps nearly the entire time. She was skittish and only felt safe while being held, likely due to trauma from her pre-rescue experiences. After deciding to adopt her, Tatá underwent an evaluation interview with the NGO team in order to be able to take Alice to her new home. The other four adopting families also underwent rigorous evaluation to make sure they were ready for the commitment.
“The decision to adopt an animal must be taken with great responsibility and full awareness of what responsible care entails,” stated Juliana Camargo, president of the Instituto Ampara Animal. “Our interviews are meant to evaluate potential adopters as well as the animal’s behavioural profile. Our greatest dream is to find new loving homes for our furry friends, but we’re extremely careful to avoid returns and abandonment, which cause real suffering for the animals.” After the adoption agreement was signed, each pet received a kit from Pedigree with essential items for their new lives, as well as a booklet advising caregivers about their vaccine schedule and first days at home, among other information.
The campaign also includes:
Credits:
Client: Mars [Pedigree]
Client Team: Natalia Ball, Fabio Aligns, Ignacio Inda, Rodrigo Alfieri, Ricardo Marinho, Clara Barin & Marina Moresco
Agency: AlmapBBDO
President and CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Eduardo Lima, Fernando Duarte, Henrique Del Lama, Pedro Corbett & Rodrigo Adam
Creatives: Caique Llaguno, Giulia Motta, Gustavo Souza, Hiroito Takahashi & Isabella Remelli
Content: Fernando “Pandão” Cury
Art Buyers: Tereza Setti, Flávia Padrão & Stephanie Biekarck
RTV: Diego Villas Boas, Victor Alloza, Mariana Golpian, and Antonia Cid Ferreira
Client Services: Camilla Massari, Fernanda Portugal, Julia Marques, Manuella Gavioli, and Ana Flávia Albuquerque
CSO: João Gabriel Fernandes
Strategy: David Gross, Filipe Yudi Nakaoka, Luana Rodrigues Sanches & Giovanna Rodrigues Orsatti
Special Projects: Julia Newman, Diego Honorato, Larissa Sarkis, Pedro Santi
Live Event Team: Siegfrid Frazao Keysselt Junior, Mila Andrade, Christiane Gonçalves Estrella & Jeniffer Oliveira dos Santos
PR: Imagem Corporativa, Almap PR & Giusti
Campaign partner: DNA Pets
Head: Jaqueline Oliveira Rosa
CEO: Rodrigo Faria Matheucci
Experiential Agency: Ampara
President & Founder: Juliana Camargo
Co-founder & Director of Operations: Raquel Facuri
Manager of Pedigree Adotar é tudo de bom: Luana Paola
Executive Production of Tatá Werneck Participation: Voz
Executive Director: Chris Melo
Senior Producer: Yara Tieppo
Producer: Bernie Wallbeny
Director: Paulo Gonçalves
DOP: João Carlos Rocha
