We created an e-book that allowed people to actually adopt the story’s main character while they are reading. The book tells the story of a curious cat looking for a home. At the end of the story, the cat doesn't find what he is looking for. So in the last page, readers have a surprise. They can give a happy end to this story by adopting the cat in real life straight from the book. The cat in the story is a real cat that lives in a shelter and is waiting for adoption. When people adopted the cat from the book, another cat for adoption was perfectly illustrated to take place in the story. And so on, giving the chance of a new life to lots of cats.

Since the beginning, the project was created as an e-book to facilitate its updates as the cats were adopted one by one. The book was launched on Android an i-Tunes stores and further promoted for kids and parents via social medias. In order to get real cats to be part o it, we partnered up with a cat shelter who gave all the support needed to make this happen. The download was for free in order to attract even more people to get in touch with all the cats for adoption. In the story, we made sure not only to show how cute cats are, but also show their personality, such as curious and down to earth animals. The book was launched in April and has no date to end. As long as there are cats in the shelter, the book will be online.

There was an increase of 37% visitors in the shelter. The value added for the brand is non-measurable since it's not about selling products, but giving a better life to cats. For Whiskas® brand this is more important and valuable as any cat food ad. The cultural impact can also be very important since the brand is talking to kids and showing them how good is to have a cat as a pet. In years to come, projects like Once Upon An Adoption can make cats culturally more relevant in Brazil.