Proyecto Patitas


Agency: Primavera


Proyecto Patitas is addressing 'Black Dog Syndrome,' a phenomenon where black dogs are less likely to be adopted due to misconceptions about their temperament and the unjust biases associated with their color, through a targeted campaign aimed at black metal enthusiasts, the project employs the language of black metal culture to connect with an audience familiar with stereotypes. This creative approach seeks to dispel myths about black dogs and increase their adoption rates from shelters, where they are frequently overlooked.

This professional campaign titled 'BLACK METAL DOGS' was published in Peru in November, 2023. It was created for the brand: Proyecto Patitas, by ad agency: Primavera. This 360°, Film, and OOH Outdoor media campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 4 months ago by DGC: Ramón Castillo of PRIMAVERA.


Advertising Agency : Primavera Lima
Production Company: V&S, Lima, Peru
Art Director: Ramón Castillo / Javier Morales
Copywriter: Ramón Castillo
Photographer: Melissa Brañes / Little Space Photography

Mechanic Advisor


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