Pedigree

Insight

The "vira-lata" Caramelo is a Brazilian icon, the king of memes, the most beloved dog in Brazil. But, unfortunately, they are the most common dogs in shelters.

Idea

Change the perception of the Caramelo by using Pedigree’s reputation to give mutts the same status as purebreds.

Execution

An intergrated campaign with Caramelo's front and centre, the first time cross breeds have been featured on Pedigree packaging.

Notes

I just love the art direction. So vibrant and cool.