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.

220,000 Plaza Vea Supermarket's catalogues were given away in their stores and around them.

Giving 220,000 families the opportunity to adopt a dog, and 220,000 dogs the opportunity to make 1 family happy.