Celebrating the mutts

In order to encourage prospective pet owners to consider adopting abandoned dogs, Costa Rica-based dog rescue centre Territorio de los Zagautes (which roughly translates to Territory of the Mutts) commissioned the creation of a campaign that celebrated the uniqueness of mixed breeds.

Shortly after being launched, the campaign garnered media attention and exploded on social media. Before long, Costa Ricans rushed out, adopted dogs and posted pictures of them online.

In addition to increasing the number of adoptions in the country and altering the preconception that thoroughbreds are somehow superior to their mixed counterparts, the campaign, initiated by Garnier BBDO, also won Bronze and Silver gongs at the Cannes Festival in 2013.        

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