2020 began with a global pandemic, and this forced people to work at home, and had house studies. In a Latin America culture, corporations didn’t think about people health, and then the work increase a lot, generating anxiety, stress and depression.

Pony Malta, the official non alcoholic beverage for breaks, wanted the world adopt the habit to take breaks during quarantine, and had different experiences, obviously, off the screens.

With the responsibilities to take people off the screen, recharge energy to continue, create a joyful world, and give people the habit to take breaks, and go outside for a few minutes even during pandemic.

AB InBev’s Pony Malta, joined with stray dogs foundation to create an adoption program in which every dog was named after that thing everybody need the most: Break. That’s why people bring them a home full of love, and the dogs bring them a breath and joyful times.

We had two audiences in our campaign, adults (20-40 years old), and teens (12-19 years old). And we realize that each one share the same problems: stress and anxiety about lockdown and obligations. Adults were full of jobs and house chores, and teens were full of homeworks and virtual classes. On the other hand, we found the only ones that can help them to ignore obligations and force them to take off the screens to enjoy a break.

We launched our campaign Adopt a Break on november 26 of 2020, on social media, with a hero content: one-minute film that goes viral quickly. Published on Instagram, Facebook, Twitter and Youtube in Latin America.

Then, we did a PR strategy with influencers to push the film and redirect people to our website to generate adoptions.

In the next weeks, we began an always on digital campaign with hub and help paid and owned content that redirect people to adopt in the website too.

+ TWO THOUSAND FAMILIES REQUESTED A BREAK

+ FIVE HUNDRED DOGS FOUND A HOME

+TWO HUNDRED THOUSAND MEDIA IMPRESSIONS

+FIVE THOUSAND SOCIAL MEDIA MENTIONS

LESS SCREENTIME, MEETINGS AND HOUSE DUTTIES.

LESS STRESS, ANXIETY, SEDENTARISM AND DEPRESSION.