MERCADEO Versión en español
Dieste gives special relevance to shelter animals with Adoptable Trends
Manuela Walfenzao| 26 de mayo de 2015
In alliance with the NGO Dallas Pets Alive, Dieste, US Hispanic agency developed a dynamic and funny idea to include pets from shelters in the agenda of social networks. Leveraging on trending topics, they decided to give animals who are looking for a home those name so they can be included in the most relevant conversations in the networks.The initiative was very successful since it shed attention on a problem that affects millions of animals, particularly dogs. Each year 2.7 million dogs in shelters are euthanized. After the campaign, the adoption rate increased 200% in a year and in social networks there are still many posts in which dogs have hilarious names.Paco Olavarrieta, CCO at Dieste; the Executive Creative Director, Ciro Sarmiento, and the Associate Creative Director Mónica Douglas were responsible for the idea. José Benitez was the writer in charge, the art directors were Francisco Arranz and Arturo Lee. Francisco Cárdenas, Director of Digital, and Jesse Echevarría, Community Manager, led the entire social network digital process. The video was produced with Letca Films and directed by Jorge Colón.
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