Territorio de Zaguates, a non profit organization, struggles to rescue and find homes for hundreds of abandoned dogs. However, 94% of these are mixed breeds, a barrier for adoption, since they are considered less valuable than purebreds.

To raise the interest on mixed breed dogs and increase the number of adoptions for our client, we stood on an irrefutable truth: by having a mix of different breeds present in them, mutts are unique and unrepeatable. This would prove a strong enough factor to drive a cultural shift towards the adoption of mixed breed dogs.

Dogs from Territorio Zaguate were selected by canine experts who deciphered the breeds present within them. We therefore took that mix, plus the magic of a detail in every dog, and created 'Unique Breeds'.

The authority on the subject and Costa Rican TV celebrity, Dr. Oscar Robert, introduced the shelter’s dogs to the public, but for the first time, instead of mutts, they were presented as a unique breed. This marked the beginning of an integrated campaign including outdoors, social media, events and TV appearances.

Thanks to the media coverage of the campaign and its events, mixed breed dogs went from being an ignored topic to obtaining U$457,000 in PR value. Shelter adoptions increased by 1400%. Besides being popular among Costa Ricans, mixed breed dogs are now valued for what they are: unique dog specimens in the world.

On one of the most important TV shows, Dr. Oscar Robert (an authority on pets and a Costa Rican TV celebrity) presented to the public these new breeds, who were unique in Costa Rica and the world. News that immediately triggered word of mouth and huge interest on social networks. A week later, on the same show, the Dr. revealed that the now well known dogs, were mutts. That same day, we unfolded an integrated campaign with a clear message: When you adopt a mutt, you adopt a unique breed.

During the campaign there were dog shows, adoption fairs and, due to the high level of attention generated from the public, the dogs who starred in the campaign were invited to participate in various TV shows.

• This poster was a part of an integrated campaign that after 45 days, increased the number adoptions by 1.400%:

Number of adoptions per month before the campaign: 10 (average monthly adoptions in the past 2 years), adoptions per month during and after the campaign: 150.

Shelter’s total population was reduced 35%.

• Mixed breeds obtained U$457,000 in PR value and became a hot topic in social media, obtaining on Facebook:

510.484 total interactions:

454.884 likes

45.081 comments

10.582 shares

127% talking about

• The campaign prompted major sponsor brands to join in and cover all the organization expenses.