Description
Senior dogs have lots of love to give, yet they are often overlooked in adoptions due to the misconception that they can't learn new things. Consul, a Brazilian brand known for bringing practical and creative solutions to everyday life, is celebrating the emotional bond between people and pets with the "Beer Buddies" campaign. The initiative not only marks the launch of a new version of Consul’s beer fridge, but also promotes adoption and proves that older dogs can indeed learn new tricks.
To demonstrate this, Consul teamed up with Alexandre Rossi (known as Doutor Pet), a renowned Brazilian zootechnician and expert in animal behavior. Rossi trained senior mixed-breed dogs from the NGOs Vira Lata Vira Amigo and Abrigo do Jello to open the beer fridge door and fetch a can for their owners. The campaign was developed by the DM9 agency.
“Most adopted dogs are under two years old, largely because people still believe that older animals can’t be trained. But nothing could be further from the truth. Dogs retain their ability to learn throughout their lives, and our campaign proves just that,” says Bertha Fernandes Kowalczyk, Head of Brands and Communications at Whirlpool.
“The 'Beer Buddies' campaign is not just about launching a new product — it's a celebration of lifelong learning and emotional connection. We want to change the perception that senior dogs can’t learn new commands. The goal is to inspire more people to give these animals a second chance,” explains Laura Esteves, VP of Creative at DM9.
“Born in Brazil, Consul has always aimed to blend innovation with emotional connection in its products, offering home appliances that understand Brazilians like no other brand. The ‘Beer Buddies’ campaign reflects that perfectly. With the caramel-colored beer fridge, we sought to address an issue close to our audience — dog adoption — while offering a product that taps into a national passion. We want to strengthen the bond between people and their pets, promote adoption, and support a meaningful cause. This initiative shows that with love and encouragement, any dog — no matter their age — can learn and surprise. Small actions can make a big difference,” concludes Bertha.
The limited-edition caramel-colored beer cooler, inspired by Brazil’s beloved mongrel dogs and the country’s love for perfectly chilled beer, will have part of its proceeds donated to Vira Lata Vira Amigo and Abrigo do Jello — NGOs that have been rescuing, sheltering, and rehoming dogs in the Greater São Paulo area since 2010. Together, they currently care for more than 250 animals.
This professional campaign titled 'Beer Buddies' was published in Brazil in April, 2025. It was created for the brand: Consul, by ad agency: DM9. This Film and Integrated media campaign is related to the Pets industry and contains 1 media asset. It was submitted 7 months ago.
Credits
Agency: DM9
Campaign: Vai de Consul
Advertiser: Whirlpool SA
CEO: Pipo Calazans
CCO: Icaro Doria
COO: Thomas Tagliaferro
CSO: Stephanie Campbell
VP of Creation: Laura Esteves
VP of Content and Innovation: Cleber Paradela
VP of Media: Renata Valio
Creative Directors: Felipe Revite, Filipe Rosado and Pedro Rosadas
Creative: Matheus Loretti, Debora Caprioli, Gabo Moares and Papoko
Media: Elisa Lustosa, João Vale and Matteus Lopes
Customer Service: Dani Glicenstajn, Mariana Sodré, Fernanda Maluf and Letícia Coscarelli
Planning: Alexandre Savio, Tamires Youssef, Manuela Credendio
Creative Production: Anna Ferraz, Thiago Campos and Bruna Ribas
Client approval: Bertha Fernandes, Bianca Guardia, Bruno Hassuani, Higor Sousa
IMAGE PRODUCER: Santa Transmedia
CPO: Renata Munaretto
STAGE DIRECTOR: Pedro Furtado
DIRECTOR OF PHOTOGRAPHY: Pedro Furtado
ART DIRECTOR: Jaqueline Ramieli Caitano Rodrigues
ASSISTANT ART DIRECTOR: Fernanda Christina Bernardo Teixeira
1ST ASSISTANT DIRECTOR: Jessica Pereira
EXECUTIVE PRODUCTION: Lucas Neves and Pedro Olaya
CUSTOMER SERVICE: Gabi Fernandes and Fernanda Castro
1ST CAMERA ASSISTANT: Adinan Feijó Lopes
2ND CAMERA ASSISTANT: Daniel da Cruz Oliveira
PRODUCTION COORDINATION: Jonas Matos
PRODUCTION DIRECTOR: Lucas Debesti
EDIT: Pedro Furtado
POST PRODUCTION: HUB
COLOR: Acauan Pastore
PRODUCTION DIRECTOR: Lucas Gregório Branco
PRODUCER: Stefani Aparecida Marques da Silva
PRODUCTION INTERN: João Pedro Filippini
PRODUCTION SET ASSISTANT: Edson Aparecido Nunes da Silva and André Ribeiro de Barros
LOGGER: Laurie Braatz
VIDEOASSIST: Marco William Ribeiro Vieira
STILL PHOTOGRAPHER: Lucas Affonso de Souza Ferreira
STILL PHOTO ASSISTANT: Vitor Bayerlein Cohen
DIRECT SOUND TECHNICIAN: Pablo Aranda
MAKEUP: Bianca Megda Quio
DRAFT: Yasmin Katie Navarro
ELECTRICIAN: Vinicius de Oliveira
1ST ELECTRICAL ASSISTANT: Guilherme Dib
2ND ELECTRICAL ASSISTANT: Luiz Fellipe Barnete da Silva
MACHINERY: Joelson Teodoro dos Santos
1st MACHINERY ASSISTANT: Herberth William dos Santos Pires
2nd MACHINERY ASSISTANT: Florisvaldo Viturino correia
GENERATOR: Bruno Augusto de Oliveira Miranda
PRODUCER: A9
COMPOSITION: Apollo Nove
SOUND DESIGNER: Adailton Mattos and Marcos Moreto
EXECUTIVE PRODUCER: Nicole Bonani
TEAM RESPONSIBLE FOR THE DOGS
DR PET: Alexandre Rossi
MANAGING PARTNER: Emerson Duran
PROJECT MANAGER: Camila Bagatin
MAIN TRAINERS
João Guilherme Souza Silva - trainer
Bruno Marques da Costa - trainer
Tania Godoy - trainer
SUPPORT TRAINERS
Fábio Antônio - trainer
Tabata Coyado - trainer
JELLO SHELTER
Jello Mudri - Founder of "Jello Shelter"
Sérgio Ricardo de Abreu - Reception and Organization
