To show that pets are bought on the same way as any other ordinary products, we chose cats and dogs of the most sought after breeds and transformed each one of them into a product box.

Then we placed them on the shelves of a big supermarket among other products. All cardboard boxes brought information about the pets: height, weight, breed, behavior and an important message: Don’t buy a friend. Adopt it.

People could interact with the cardboard boxes and use the Facebook page printed on the boxes to meet the pets that were waiting for adoption.

We transformed cats and dogs of the most sought after breeds into a product box. Each box contained information about pet’s characteristics ( height, weight, breed and behavior ) and an important message: Don’t buy a friend. Adopt it. 

After that we placed all boxes in a big supermarket shelves among ordinary products.

During the activation, we secretly recorded all people’s reaction and transformed it into an online video to increase the message awareness.

The video was release 20th of December, a few days before Christmas ( the most consumerist time of the year ), on the Move Institute’s facebook page.

During the activation period people interact a lot with the pet boxes. Some of them even tryed to find out their price tag. The online video started a huge conversation about pet’s adoption on Move Institute’s Facebook page.

The video’s repercussion was beyond expectations and the pet boxes left the supermarket and ended up even on TV.

Many Brazilian celebrities adopted the campaign. They shared on their social media increasing even more the campaign awareness.

At the end, the campaign was a huge success potentially reaching over 3 million people with a 36.500% earned media over our investment. A budget of only $2000 reais became $731.000 reais of earned media.