Agency: FCINQ


Each year in France, approximately 100,000 animals are abandoned. That’s why, for the past 5 years, the last weekend of June has been devoted to the World Day against pet abandonment. This initiative, strategically timed just before peak vacation time, serves as an opportunity to bring attention to this pressing issue within our society.

Santévet strives for animal welfare by making veterinary care accessible to all The ambition of France's leading animal health insurance provider is to empower every individual to care for their beloved pets. By offering a comprehensive range of insurance products that cover veterinary expenses, Santévet provides daily support to pet "parents" in cases of illness, accidents, and preventive care. In doing so, the brand actively contributes to fostering a society where prioritizing the wellbeing and respect of our four-legged companions is of the greatest importance.

A daily fight that needs to be brought to the attention of all audiences, regardless of their location: Santévet is inviting itself to the hottest gaming phenomenon. Animals are a common presence in many video games. One popular Twitter account, @Canyoupetthedog (534K followers), even keeps track of games where players can interact with and pet dogs. It’s become a cultural phenomenon, and the current gaming sensation, Diablo IV, took notice. As highlighted by Numerama, the rule is simple: don't pet the dogs in the game. Interacting with them will make the dog follow you, but unfortunately, that makes it an immediate target and he won’t survive the attack of the demons.

Diablo IV was launched at the beginning of June and with an astounding $666 million in sales within just five days, the game set a new record. The game's launch can be likened to a major box office release, particularly on Twitch. According to French news channel BFMTV, Diablo IV accumulated a total of 93 million hours of gameplay in just four days, equivalent to 10,000 years.

With the #SaveTheDoggos challenge, Santévet is encouraging gamers to see animals as sentient beings, utilizing the influence of pop culture. Santévet is capitalizing on the dogs’ unfortunate plight in the Diablo IV universe to promote its cause. In association with the multigaming streamer KennyStream, Santévet is rallying Twitch communities to come together and safeguard the dogs featured in the game by giving them a virtual walk. Players will unite their efforts to battle demons and offer in-game dogs a joyful outing. This unique challenge not only spreads a message to support animal protection but also brings a new social dimension to the game.

This professional campaign titled '#SaveTheDoggos' was published in France in June, 2023. It was created for the brand: Santévet, by ad agency: FCINQ. This Digital medium campaign is related to the Gaming and Pets industries and contains 7 media assets. It was submitted 12 months ago.

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