Because we are using a media that is essentially promo based: the catalogue of a retailer.

This catalogue had dogs with billboards on them that served as promotion of the supermarket's specials, and also of themselves, as they were working to be adopted.

The idea was to form an alliance with ASF, Animalists Without Borders, and take advantage of the more than 220,000 Plaza Vea catalogues, putting the dogs promoting the supermarkets' sales in them. The digital catalogue and social media, where they have a 1.4 million fanbase, spread the idea and message. The 220,000 catalogues were delivered nationally, around the supermarkets and inside them.

In the first 5 days of the launch of the campaign, the idea was shared over 5000 times and reached the country's main online media. The adoptions webpage has received more than 4000 visits in only five days and 4 from the 12 dogs that participated en tha campaign were already adopted.