Cannes Lions

DOGWALK

LEO BURNETT TAILOR MADE, Sao Paulo / PEA - PROJECT ANIMAL HOPE / 2015

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Overview

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Credits

Overview

Description

The purpose of the action was to generate awareness to pet adoption. To this end, we took a mongrel dog to walk down the runway of Latin America’s biggest fashion event.

Capitu, as the dog was named, opened Ronaldo Fraga’s show, one of the greatest fashion designers of Brazil. She walked carrying a small sign that read “A pet isn't a designer brand / product. Adopt, don’t shop”. The purpose was to discourage the buying of purebred pets as trophies and thus encourage adoption, which is cost-free.

Execution

The purpose of the action was to generate awareness to pet adoption. To this end, we took a mongrel dog to walk down the runway of Latin America’s biggest fashion event.

Capitu, as the dog was named, opened Ronaldo Fraga’s show, one of the greatest fashion designers of Brazil. She walked carrying a small sign that read “A pet isn’t a designer brand / product. Adopt, don’t shop”. The purpose was to discourage the buying of purebread pets as trophies and thus encourage adoption, which is cost-free.

Outcome

The results were sensational. The message was spontaneously mentioned by the press, blogs and on the social networks by millions of people. The message "A pet isn’t a designer brand / product. Adopt, don’t shop” spread throughout many communication vehicles nationwide and was broadcast live on both national and international television, becoming pic of the day in the NY Post.

The action mobilized people on a huge scale who wanted to adopt pets. The increase in the number of people interested in adopting increased by 70% the week following the event, which led to a 23% increase in adoptions. Even Capitu was adopted.

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