Description
In Mexico, more than 16 million dogs live on the streets. Among them is the xoloitzcuintle, the country’s native breed and the very symbol of Club Tijuana. Yet, while the team’s crest honors dogs, the real ones remain invisible.
To change this, we created Draft a Stray: an initiative that gave homeless dogs the same spotlight as professional players. During one of the most-watched moments of a match, the substitute bench, stray dogs took their place alongside the team, wearing custom jerseys with scannable tags that connected fans directly to adoption forms.
This student campaign titled 'Draft a Stray' was published in Honduras and Mexico in March, 2025. It was created for the brand: Club Tijuana Xoloitzcuintles, by ad school: Brother Escuela de Creativos. This Experiential and Integrated media campaign is related to the Pets and Sports industries and contains 2 media assets. It was submitted 24 days ago.
Credits
Brother Escuela de Creativos (School): Tegucigalpa, Honduras
Academic Coordinator: César Martínez
Copywriters: Gabriel Hernández, Jorge Abuhadba
Art Directors: Ignacia Sfeir, Patricio Godoy, Isaac Amaya
Editor: Diego Paredes
Animator: Esteban Guarda
