Description
The year 2023 was one of the hottest periods in history, marked by frequent heatwaves that continued into 2024. While this demands more care for us human beings, it’s no different for our pets. To minimize the impact on animals, Purina Brasil, a brand dedicated to helping people and pets live better together, partnered with Publicis Brasil to create a special action, issuing warnings to alert pet owners about the risks of walking their pets during extreme heat.
The warnings were imperceptible at temperatures below 80.6ºF, but as soon as temperatures rose, the heat-reactive ink turned red, signaling to pet owners that it was no longer safe to walk their pets.
These alerts included a QR code that pet owners could scan to register and receive notifications linked to weather reports. This service is still available and sends notifications when the weather is unsuitable for walking pets.
“Purina believes that people and pets live better together and that walks should be moments of relaxation and connection between pet owners and their pets. By offering safety during these times, we contribute to more moments of happiness and health that go beyond animal nutrition,” says Julia Valente, the brand's Marketing Director.
This unprecedented initiative in the country took place in the main parks, streets, and avenues of Greater São Paulo. It included blitzes in Ibirapuera and Villa Lobos parks, radio announcements, and activation of Purina's entire consumer base. The brand, which offers a complete portfolio for animal nutrition, now also provides a service that enhances care, quality of life, and longevity for pets.
This professional campaign titled 'Salve as Patinhas (Save the Paws)' was published in Brazil in May, 2024. It was created for the brand: Nestlé Brasil, by ad agency: Publicis. This Integrated medium campaign is related to the Pets industry and contains 1 media asset. It was submitted over 1 year ago.
Credits
Brand
Nestlé Brasil
Client Team
Edu Lorenzi, CEO
Mauro Ramalho, CCO
Gabi Borges, COO
Juliana Elia, Strategy VP
Mauricio Almeida, Media VP
Fabio Astolpho, ECD
Creative Team
Creative Directors: Laura Azevedo, Arturo Marenda, Leandro Pinheiro
ACD: Leandro Hermann
Art Directors: Carolina Marques, Vinicius Montes, Mateus Moraes
Copywriters: James Döring, Daniel Bensusan
Business Team
Executive Business Director: Maria Carolina Camargo
Business Director: Laura Melo
Business Supervisors: Thais Murari, Maria Ficher
Strategy and Media
Strategy Director: Ileana Milan
Media Director: Aline Brazolotto
Media Managers: Lais Dalcin, Juliana Berro
Production Team
Head of Project and Operations: Maria Fernanda Laudisio
Head of Production: Renata Sayão
Production Director: Valéria Andrighetti
Graphic Manager: Eduardo Bueno
Graphic Producer: Emerson Russo
Manager Producer: Luize Oliveira
Producers: Renan Sales, Edivania Coimbra
Artbuyer: Raphael Macedo
Data and BI
Head of Data: Thiago Cassemiro
BI Manager: Giovanni Luigi
Communications
Communications: Paula Ganem, Marjorie Martins, And, All
Head of Marketing & Communication: Ionah Kochen
Nestlé Brasil Marketing
Marketing Director: Julia Valente (Nestlé Purina Brasil)
Director of Integrated Marketing: Gustavo Aguiar
Integrated Executive Manager: Rafael Berenguer
Influencer Marketing Manager: Francis Custódio
Digital Communication Manager: Gabriel Tardelli
Media Manager: Bruna Morano
Production
Filmmaker and Editor: Cristiano Fratoni
Motion Graphics: Guilherme Ferreti
Editor Supervisor: Douglas Souza Tecco
Post Production: 7 Filmes
Audio (Case): Fuzzr
UX/UI: Ruan Pedro Gross
Photographer: Cadu Lopes
Tinta Termocrômica: Croma
Media Partners
Media Partner: NEO OOH
Media Partner: Eletromídia
Radio: Mix FM
