Gola BJ Nogueira Pernil
Director executivo criativo at AlmapBBDO
São Paulo, Brasil
TituloLooking for a new home? Find a new friend.
Agência
Campanha Looking for a new home? Find a new friend.
Anunciante Mars, Inc.
Marca Pedigree
Data da primeira Transmissão/Publicação 2016 / 3
Produto Adoption Drive
Sector Empresarial Proteção, direitos dos animais e adopção
Legenda Looking for a new home? Find a new friend.
História PEDIGREE® and ZAP team up on projectfor the adoption of abandoned dogsCreated by AlmapBBDO, in partnership with the NGO AMPARA Animal
In order to expand the reach of, “Adotar é Tudo de Bom,” its Pedigree Adoption Drive Project, PEDIGREE® teamed up with ZAP in the unprecedented project “Looking for a new home? Find a new friend.” Created by AlmapBBDO, the project has been surprising people who use the real estate portal to search for a house to rent or buy. In some of the listed properties, the photos showing the rooms in the houses and apartments show dogs waiting to be adopted. The captions include the name of the dog and explain: “Just like you, [he/she]’s also looking for a new home. Feed the good.”
The initiative was also aided by OSCIP AMPARA Animal (the Association of Women Protecting Rejected and Abandoned Animals), which aims to work preventively to transform the situation of rejected and abandoned cats and dogs across the country. The NGO selected the dogs to be photographed and was responsible for handling the adoptions made through the project. Each photo published on ZAP prominently features the email adote@amparanimal.org.br, which people can use to write in and express their desire to adopt a pet. The main objective of the project is to utilize ZAP’s platform as a new medium by which to surprise people, publicize PEDIGREE’s® Adoption Drive, make people aware about animal abandonment, and help these animals to find a home.
“We’ve always invested in innovative initiatives, and this was no exception. We’re aware of the high numbers of abandoned animals in Brazil and we were touched by the cause; we want to help people and dogs to find a new home,” says Eduardo Schaeffer, CEO of ZAP.
Over its seven years of existence, PEDIGREE’s® “Adotar é Tudo de Bom” project, an initiative from the Petcare segment of Mars Brasil, has already helped over 54,000 dogs to find happy homes. With “Looking for a new house? Find a new friend,” the brand and ZAP want to catch people off their guard and remind them that they’re not the only ones looking for a place to make a life, encouraging them to offer shelter to a dog waiting for a home.
“Our goal with Pedigree’s ‘Adotar é Tudo de Bom’ project, a Mars Petcare initiative, is to help reduce the number of abandoned dogs on the streets. According to the WHO, there are still 30 million abandoned animals in Brazil, including 20 million dogs. We always hope for happy endings. So, in addition to the dogs featured in this initiative, we hope that many others are adopted as well,” emphasizes PEDIGREE® Marketing Director Fernando Manoel.
The first stage of the initiative has begun and will stay online until all the properties are sold or rented. Interested parties who get in contact with AMPARA to adopt the dogs in the photos will also be introduced to other dogs in shelters. All of the houses in the project are in the city of São Paulo, and the dogs belong to the seven NGOs supported by AMPARA Animal and PEDIGREE® Adotar é Tudo de Bom. During the photo shoots, the dogs were accompanied by representatives from AMPARA Animal, an NGO caregiver, and were provided with water and PEDIGREE® products. 
Tipo de Mídia Interatividade
Comprimento
Mais Informações https://www.youtube.com/watch?v=jPfV0f-rznw
General Creative Director
Director executivo criativo
Director criativo
Director criativo
Equipa criativa
Equipa criativa

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