PEDIGREE CARAMELO
Brand
PEDIGREE
Entrant Agency
ALMAPBBDO
Category
Creative Data
Award
Bronze
Festival & Year
Cannes Lions (2026)
Presentation Board
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TO BOOST ADOPTIONS, WE TURNED THE MOST COMMON
MUTT IN BRAZILIAN SHELTERS INTO A PEDIGREE DOG.
‘THE CARAMELO IS A NATIONAL ICON IN BRAZIL— IT ALL STARTED WITH THE OUTRAGE
THE MOST BELOVED DOG, YET THE MOST OVERLOOKED. OF A BRAZILIAN SUPERSTAR, SPARKING
ANATIONAL CONVERSATION.
AND WE HAD OUR SHARE OF THE BLAME.
WE RESPONDED BY PROMISING
IN BRAZIL, MIXED-BREED DOGS ARE 90% LESS. TO GIVE CARAMELOS A BREED:
LIKELY TO BE ADOPTED THAN PUREBREDS'. PEDIGREE CERTIFICATES, A KENNEL CLUB,
WE REINFORCED THAT BIAS—SO STRONGLY THAT AND EVEN A DOG SHOW. The tee ee onion
EVEN THE COUNTRY’S MOST BELOVED DOG STRUGGLED ites er phedeminent
TO FIND A HOME. SO WE DECIDED TO CHANGE THAT. BUT MOST IMPORTANTLY, WE CONDUCTED
1. SOURCE: ONG ARCA DE NOE ‘THE LARGEST GENETIC STUDY EVER DONE
ON MIXED-BREED DOGS IN BRAZIL—
ACOMPLETE GENETIC MAPPING
OF THE COUNTRY’S MOST BELOVED DOG.
WE GAVE CARAMELOS EVERYTHING
A PEDIGREE DOG HAS. AND IT PAID OFF.
‘THE STUDY NOT ONLY REVEALED THE ORIGINS OF THE CARAMELO, BUT ALSO ADVANCED KNOWLEDGE
OF MIXED-BREED HEALTH. WE IDENTIFIED GENETIC PATTERNS, DISEASE PREDISPOSITIONS,
MEDICATION SENSITIVITIES, AND BEHAVIORAL TRAITS. WE TURNED THIS DATA INTO PRACTICAL TOOLS
FOR VETERINARIANS, PET SHOPS, AND OWNERS—HELPING PROFESSIONALS IMPROVE DIAGNOSES
AND DEEPENING SCIENTIFIC UNDERSTANDING OF MIXED BREEDS.
HIGHER PROBABILITY OF
IALISTS REACHED * _ONA-TESTED CARAMELOS FOR DISEASES WERE IDENTIFIED
POSITIVE REACTIONS * ADOPTIONS INCREASED YOY IMPRESSIONS
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WE SHARED OUR RESEARCH WITH
——+ A SHELTER CARAMELO UNDERGOING DNA TESTING ——» TEST KITS SENT TO CARAVELOS' PARTS AL OVER BRAZIL ———+ RESULT COMPILED NTO A CARAMELO DHA GUIDE SPECIALISTS AT ANTEALREALTH EVENTS" INSTGNTS TO CREATE SPECII¢ PRODUCTS FOR CARAMELOS ——» A NEWLY ADOPTED CARAMELO AT THE CARANELO SHOW —
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