The creative strategy was based on showing these dogs' beauty and characteristics, displayed for the first time to the public as unrepeatable specimens and unique in the world. To be consistent with this idea, we carefully selected media in which it is usually uncommon to see mutts: dog shows, pet fairs and TV shows.

Each of these tactics were designed to raise these animals’ perceived value, including all the mix breed dogs waiting to be adopted in Territorio de Zaguates.

In a 4.000.000 population country and after 45 days of campaign:

• Adoptions grew 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 of Territorio de Zaguates expenses.