PEDIGREE CARAMELO

Brand
PEDIGREE
Entrant Agency
ALMAPBBDO
Category
Creative Data
Award
Bronze
Festival & Year
Cannes Lions (2026)

Presentation Board

Ea ¥e kK wok XY ES ke MoM AK Eo Kk OX BAX kk ek KH ES kM Eo eK KK Eo KH, Little Ipdate G} & 5 |8: marieciaire globocom UOL @B @ AdAge roastbriet CorrsioBrazuense FP) Symsn FOLHADESPAULO vexnews [IK] Metropotitar MILYMOTION meio@mensagem InfoMoney Jabnetwork e@Xame, FSTOMPANY ADWEK ISIOE Cilrrent ODIA oreen® ESTADAORS CG Primevideo (TB propmari ys] f i ce ce PRESENTS * «a PEDIGREE «<-> * _. Slightly folded or fully erect ears i shes af caramel coloring patterns such as plebald “fe and dark mask appear YI) ‘across multiple groups ¥ fe- a Medium to long muzzle 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 Ss 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 — <> i a ae © Gn <> > Gee can — a Gan om <> Do au © Gl <> a> Gan aul <> ae 2 aa © Gn <> > Ga. aan <> GD Gan aa <n 2 au © Gal <> ap can a

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