First, a research project was held to understand what drives the target. Brazilians are very optimistic and believers. It is very common they have a traditional religion and, at the same time, believe in alternative ways of forecasting the future. From these insights, the creative team came up with the idea of positioning GoDaddy as a business guru. To aggregate humor, that is a value for the brand, they brought the dog to be the character that represents GoDaddy in the campaign. In addition to that, to stand out of the competitors communications cluster, they developed a very hype illustration bringing the entire mystic around shaman’s universe to the print. Therefore, the agency suggested the presence of the brand in young spots like coffee houses, cool bookstores and young entrepreneur fairs with a poster format so attractive in terms of design that people would like to bring it home.

The campaign added awareness to the brand and comprehension regard the business of GoDaddy in Brazil. The recall of the prints among young target was high and the ‘guru dog’ became synonym of the GoDaddy’s expertise in domain business around the country.