Adopt a Model

Posted on

Derrick Lin


Design: Young & Rubicam Brazil
Creative Directors: Klayton Mourão, Beto Rogosky
Art Director: Leandro Vilas
Creative VP: Rafael Pitanguy
Copywriter: Hélio Maffia
Project Type: Produced, Commercial Work
Client: Pura Pet
Location: São Paulo, Brazil
Packaging Contents: Dog food
Packaging Substrate / Materials: Paper
Printing Process: Digital Printing

Dog owners are more likely to adopt a pet than non-dog owners. In fact, 65% of adoptions come from people who already own a dog. So to help shelter dogs find a new home, we decided to speak directly to these people through something they’re in constant contact with: dog food packages.

That’s why we turned Pura Pet’s packages into a new media for the cause. Instead of using purebred dogs as models, like every other dog food brand do, we used dogs that were looking for a new home. On the packages, people had all the information they needed to adopt the dogs: photo, name, gender, size and shelter’s contact number.

During the first month of the campaign, adoptions on our partner shelters raised by 32%.

What’s Unique?
Instead of using purebred dogs as models on our packages, like every other brand, we used shelter dogs that were looking for a new home.