Since kids love storybooks, we put out a series of gorgeous children’s books featuring the most famous stories in the world where dogs are characters: the Wizard of Oz, Peter Pan, and Robinson Crusoe. In these books, apart from the old familiar story, we have an extra page which kids will place inside the book, showing the characters stopping what they’re doing to take care of the dog. In addition to the quality of the material and the beautiful illustrations and binding, audience interactivity, inviting users to add an extra page to the books, really got people’s attention.

To get the public’s attention, we had to take special care in putting the books together. Each book has a dominant color, to help the extra page – which is yellow – stand out. The illustrations are both cute, so as to draw kids in, and unique, so as to stand out from the rest. The covers featured a sort of cloth with gold detailing that lent the product value and got the public’s attention. The books were all bound and then put together by hand, one by one.

Given their educational bent, the books were extremely positive for the brand. More than brand communications, these books are goods that the consumer can keep at home and use for years to come. Their message was also a big hit with the public, since we’re not selling products, but rather helping educate children in a special, fun way. The products were distributed for free in dozens of schools across the city of São Paulo, reaching a significant number of students. Moreover, the storytelling events at an important bookstore chain brought the message to an even larger number of people, who all now know that before adopting, they should remember everything there is to know about dogs so they won’t be taken by surprise and abandon them later.