RECIFE, BRAZIL — During the pandemic, the number of abandoned animals on the streets in Brazil increased dramatically. Cats were among the animals that suffered most, especially from fake news about felines transmitting COVID-19 to humans. With this, Adote Um Gatinho, an NGO that works with abandoned cats and pet adoption, the agency DH,LO Creative Boutique saw an opportunity to increase awareness and also address an important message.
The campaign, titled ‘Cats in a Box’, invited people to think about cats’ adoption, with an emotional and yet funny approach. Using beautiful illustrations and a colorful and happy mood for a sensitive theme, and taking advantage of the relationship cats have with cardboard boxes.
The campaign’s messaging uses a rationale about how a cat would feel even better than just playing around with a cardboard box: with one’s contribution to the organization.
https://www.youtube.com/watch?v=vayphJxD4Ag&t=81s
In addition, the campaign created a line of products to be sold at a charity bazaar: mugs, decorative plates, eco-bags, tees, and more.
As a result, the campaign received a huge turnaround; with lots of people visiting the actual event despite the pandemic. A huge number of partners and exhibitors of the feline world were attracted thanks to the campaign, and the NGO was able to achieve the biggest amount ever of sales and donations in its history.
Credits
Agency – DH,LO Creative Boutique
Chief Creative Officer – Daniel da Hora
Creative Director – Luciana Oliveira
Art Director / Illustrator – Daniel da Hora
Photograph – Natália Alves
Production Manager – Cynthia Aragão
Social Marketing Manager – Silvia Garwood
Client Team Director – Susan Yamamoto
