Pedigree Caramelo.
Pedigree gave Brazil's beloved caramel-coloured mutt everything a pedigree dog has, from a genetic study and certificates to its own dog show, to get shelter dogs adopted.
- العلامة التجارية
- Pedigree
- الوكالة
- AlmapBBDO
- السوق
- البرازيل
- المنطقة
- عالمي
- السنة
- 2025
التحدي
Caramelos, Brazil's caramel-coloured mixed-breed dogs, are a national icon, yet mixed-breed dogs like them make up most of the pets waiting in shelters, Pedigree says. The trigger was actress Tatá Werneck's angry post after learning that mutts like her dog Maminha can't enter dog shows because they have no breed (Marcas pelo Mundo; shots).
الفكرة
Led by Tatá Werneck, the movement opened with the film 'Pedigree Caramelo' and then gave Caramelos what purebreds have: a genetic study of 350 Caramelos with DNA Pets, pedigree certificates, the Caramelo Kennel Club community, the first Caramelo Dog Show with an adoption fair, and Pedigree packs featuring a Caramelo (Marcas pelo Mundo; D&AD).
النتائج
- Mutt adoptions up 218% in the first month and sales up 23.2% on the same period a year earlier, according to Pedigree, as reported by Marcas pelo Mundo
مصدر دراسة الحالة: shots المصدر ↖
الجوائز
- Clio Awards 2026Clio Awards / Social Media / Otherذهبية
- Cresta Awards 2025Integrated Campaignذهبية
- Cannes Lions 2025Social & Creator – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYبرونزية
- Cannes Lions 2025Direct – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYفضية
- Cannes Lions 2025Titanium – A01 TITANIUMتيتانيوم
- Cannes Lions 2025Creative Strategy – E03 BRAND STRATEGYذهبية
- Cresta Awards 2025Brand Purposeذهبية
- Cresta Awards 2025Creative Strategyذهبية
- Cannes 2026: Gold, Silver and Bronze in Creative Effectiveness, and Bronzes in Brand Experience & Activation and Health & Wellness
- Effie Awards Brasil 2025: Grand Effie, according to AlmapBBDO
- D&AD 2026: Graphite Pencil and Wood Pencil
فريق العمل
- Illustration and design
- Black Madre
- الإنتاج
- Surreal Hotel Arts
- Genetic study
- DNA Pets
- Animal-welfare partner
- AMPARA Animal
- المواهب
- Tatá Werneck
