We had created Petnet, an online community where animals could “talk”. A space where consumers can get together freely and independently, take the lead and make a community come alive by taking on the role of their pets. The novelty of having an Internet space exclusively for cats and dogs – where people talk as if they really were animals – was the campaign starting point. As soon as they learned about the site, pets couldn’t disguise their amazement. The brands got the same information they would from a traditional CRM programme, but given in a voluntary and more spontaneous way.Email: membersofthejury@gmail.comPassword: Jury654321