ABOUT

Background
During pandemic, the number of abandoned animals on streets in Brazil increased dramatically. But, specially cats, that suffered with fake news about transmitting COVID-19 to humans. Because Adote Um Gatinho is an NGO that works with abandoned cats and their way to a new home, we saw an opportunity to increase awareness and also address an important message.

Concept / Ideation
So, we 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.

Execution
We created a campaign, using a racional about how a cat would feel even better than just playing around with a cardboard box: with your contribution to the NOG, and put the illustrations all over...

Collaterals
But, then, we made something huge… We created a line of products to be sold at a charity bazar. Mugs, decorative plates, ecobags, tees and much more. And yes, it was an enormous success.

Results

Social media went crazy about the charity bazar and the products created, posting and talking about the bazar | Huge social media engagement, with more then a hundred of thousands views | Lots of people visiting the actual event despite the pandemic | Huge number of partners and exhibitors of the feline world | The biggest amount ever of sales and donations at the bazar in the NGO history | e-Commerce sales were Abigail point of the incomings and its still active with the products being sold constantly, like a permanent collection.

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Credits
Chief Creative Officer - Daniel da Hora
Creative Director - Luciana Oliveira
Art Director / Illustrator - Daniel da Hora
Production Manager - Cynthia Aragão
Social Marketing Manager - Silvia Garwood
Client Team Director - Susan Yamamoto