Territorio de Zaguates: Unique Breeds
Territorio de Zaguates, a private dog rescue organization in Costa Rica, needed to increase adoptions for its mixed-breed dogs. Despite growing interest in rescuing, these dogs were often overlooked for purebreds. The organization wanted to elevate their perceived value and desirability among potential adopters.
Creative Idea
They re-branded mixed-breed dogs as "unique breeds" with whimsical names, increasing their desirability.
Territorio de Zaguates transformed abandoned mixed-breed dogs into "unique breeds" by deciphering their genetic makeup and giving them whimsical names, effectively elevating their perceived value and desirability to overcome adoption barriers.
Turning The Derogatory Zaguate Into A Designer Badge
From Street Slurs to National Pride
The term zaguate was historically a derogatory slur for street dogs in Costa Rica. By reclaiming this word, Garnier/BBDO executed a masterclass in reframing. They "hijacked" a popular national TV segment typically reserved for pedigree champions. When the head veterinarian introduced a "Unique Breed" on air, the station was overwhelmed by callers attempting to "reserve" the one - of - a - kind animal. This psychological shift turned the lack of a pedigree into an exclusive luxury, proving that value is often a matter of branding rather than biology.
The Art of the Invented Pedigree
To bring the "Unique Breeds" to life, the team moved away from traditional shelter photography. Art Director Héctor Acuña created delicate watercolor portraits for billboards and bus stops, while veterinarians analyzed physical traits to invent whimsical names like the Shaggy Shepherd Dachspaniel and the Fire-Tailed Border Cocker. These descriptions were paired with the indie track "Useless Creatures" by Andrew Bird, further leaning into the "designer" aesthetic.
A 1,400 Percent Surge in Adoptions
The campaign’s impact was immediate and sustainable. Adoptions skyrocketed by 1,400% in the first 45 days, moving from 10 dogs per month to 150. This surge reduced the shelter population by 35% and attracted enough corporate sponsorship to cover 100% of the sanctuary's operating expenses. Beyond the metrics, the sanctuary became a global landmark, eventually featured in Netflix’s documentary series Dogs and covered by National Geographic. Today, the "Dog Hikes" - where hundreds of dogs roam the mountains with visitors - remain a testament to the campaign's enduring cultural legacy.
Creative Strategy Deconstructed
Company
Territorio de Zaguates had a shelter full of abandoned mixed-breed dogs and access to K9 experts to identify their unique genetic makeup.
Category
The dog adoption category typically valued purebreds, considering mixed-breeds less desirable or valuable to potential owners.
Customer
Potential adopters desired unique, valuable pets, but overlooked mixed-breeds due to societal perceptions of their lower worth.
Culture
A cultural shift towards dog rescuing was growing, yet a persistent bias against mixed-breeds hindered their adoption rates.
Company
Territorio de Zaguates had a shelter full of abandoned mixed-breed dogs and access to K9 experts to identify their unique genetic makeup.
Category
The dog adoption category typically valued purebreds, considering mixed-breeds less desirable or valuable to potential owners.
Strategy:
Reframe perceived flaws as unique advantages to drive desirability and overcome adoption barriers.
Customer
Potential adopters desired unique, valuable pets, but overlooked mixed-breeds due to societal perceptions of their lower worth.
Culture
A cultural shift towards dog rescuing was growing, yet a persistent bias against mixed-breeds hindered their adoption rates.
Strategy:
Reframe perceived flaws as unique advantages to drive desirability and overcome adoption barriers.
Results
After 45 days of airing the campaign, 'Mutts' (the campaign's term for unique breeds) obtained $457,000 of PR value. The campaign became a 'HOT TOPIC' on Social Media, generating 510,484 Facebook Interactions. Crucially, 100% of the shelter expenses are now covered by sponsor brands. Most impressively, adoptions grew by 1,400%. The campaign boasts that while the world recognizes only 400 breeds of dog, Costa Rica now proudly recognizes 'thousands' of unique breeds thanks to this initiative.
$457,000
PR value
510,484
Facebook Interactions
1,400%
Adoption growth
Strategy Technique
Turn Weakness Into Strength
It reframed the "weakness" of being a mixed-breed dog into the "strength" of being a unique, one-of-a-kind breed. This directly addressed the adoption barrier.
Explore Technique
Creative Technique
Define, Label and Group
The campaign literally defined new "breeds" for mixed-breed dogs, giving them unique names and identities. This re-categorization challenged the perception of mutts as less valuable.
Explore Technique
Craft Breakdown
This campaign's exceptional craft lies in its brilliant reimagining of mixed-breed dogs, elevating their perceived value through clever identification, naming, and visual representation. The synergy between precise illustration, compelling copywriting, and strategic art direction created a powerful cultural shift.
The campaign utilized highly detailed, classic-style illustrations to elevate the aesthetic and perceived value of each 'unique breed', mimicking traditional breed registries.
The creation of witty, descriptive, and memorable 'unique breed' names and the powerful tagline 'When you adopt a mutt, you adopt a unique breed' was instrumental in reframing public perception.
The campaign meticulously crafted a cohesive visual identity for the 'unique breeds' that seamlessly translated across diverse media, from billboards to gallery exhibitions, lending credibility and prestige.
By successfully integrating mixed-breed dogs into prestigious dog shows and art exhibitions, the campaign created impactful physical experiences that challenged norms and celebrated the dogs' new identities.
The magic truly comes from the seamless synergy between the creative naming, the beautiful illustrations, and the strategic placement of these 'unique breeds' in high-profile cultural contexts, transforming perception on multiple levels.
