We decided to take advantage of a phenomenon that’s only been growing online: hate, fake news, disinformation, and so on. We took the brand’s concept quite literally and decided to feed the internet with good. How? By transforming dogs waiting to be adopted into digital bots. That is to say: by using the same strategy as the forces of evil, but this time to do good and shower the Internet with love.

To transform 10 dogs into digital bots, we used RFID technology. We created an enormous digital keyboard made up of dog-related emojis and love of dogs. Under each key was an antenna that communicated with the RFID chips placed on each dog’s bandanna. As they walked across the keys, the tag communicated with each emoji, generating an automatic post every 10 seconds. Each post was assigned randomly to people who were using hate speech or negative words.

For a day, we fought evil on the internet with love. We interacted with thousands of people in a way that was identifiable with the brand. And in addition to a lot of replies, we managed to draw the attention of the public to the dogs who were looking for families. The Brazilian initiative got the attention of Pedigree’s global team, who are now looking into using the platform for other markets. And they’re interested in developing a product that will allow people with dogs at home to access this technology, thus increasing the dogs’ online pawprint.