Recently, a wave of enigmatic teasers flooded social media, while eye-catching images adorned the streets of São Paulo. At the center of this buzz was PEDIGREE, the premier dog food brand, which unveiled itself as the force behind this innovative platform. This AI-driven initiative aims to create lasting friendships, establishing a unique connection between people and dogs in need of homes, thereby reinforcing PEDIGREE’s long-standing commitment to responsible pet adoption.
The campaign was crafted by AlmapBBDO, who drew inspiration from the intersection of advertising and the quest for companionship. This approach not only ignited conversations but also captured public interest by emphasizing the genuine bonds that can be formed between humans and dogs.
“The bond between humans and dogs offers numerous benefits, from the joy of being greeted at the door to the unwavering companionship and unconditional love they provide,” stated Ricardo Marinho, Marketing Manager for PEDIGREE at Mars Pet Nutrition Brasil. “In a society that prioritizes well-being and authentic connections, we leveraged AI to bring greater attention to a cause we have championed for 17 years through the PEDIGREE Adotar é Tudo de Bom program, which has successfully helped over 88,000 animals find loving homes.”
Research from the Waltham Petcare Science Institute—an esteemed research facility under Mars Petcare with a legacy of over 60 years and more than 600 scientific publications—indicates that 86% of individuals believe pets enhance their mental well-being, while 69% assert that pets significantly alleviate stress and anxiety. Furthermore, 63% view their pets as genuine friends, highlighting the profound benefits of sharing life with an animal.
AI Supporting Adoptions
Introduced as melhoramigo.ia, this platform creates a friendly conversational atmosphere aimed at assisting individuals in locating dogs available for adoption at nearby NGOs. The tool not only aids users in their search for pets but also features a “compatibility test” that gauges the potential adopter’s personality through a series of questions. This ensures the best fit for their lifestyle and the dog’s needs.
Two-Phase Campaign
The initial phase of this campaign launched an array of striking black-and-white visuals throughout some of São Paulo’s most recognizable locations, including the Sé and Luz stations, as well as bus shelters on Avenida Faria Lima and Avenida Paulista. Online content complemented this effort, and notably, no brand name was attached. This strategy effectively piqued public interest by unveiling a mysterious AI service aimed at helping people find new canine companions.
On social media, influential figure Felca—one of Brazil’s most impactful influencers known for his dedication to social causes—stirred conversations by questioning whether AI could be harnessed to forge friendships, broadening the discussion and paving the way for the campaign’s eventual revelation.
In the second phase, the campaign revealed the involvement of PEDIGREE, clarifying that while AI cannot replace true friendship, the melhoramigo.ai platform can indeed connect individuals with dogs looking for homes who might become their best friends.
“We began with a straightforward question: if AI can mimic various relationships, why not leverage it to cultivate genuine friendships?” remarked Fernanda Portugal, Director of Client Services at AlmapBBDO. “Technology serves as a creative tool to amplify what PEDIGREE has championed for years: that nothing can replicate the authentic love shared between a human and a dog.”
“At its core, our campaign critiques AI-driven friendships while simultaneously launching an AI tool designed for this very purpose. The film strategically employs the language of major tech companies to contrast artificial intelligence with real-life connections,” explained Fernando Duarte and Henrique Del Lama, VPs of Creative at AlmapBBDO.
This initiative underscores PEDIGREE’s enduring dedication to pet adoption and marks a significant progression from the award-winning “Caramelo” campaign. With over 200 dogs already registered thanks to a partnership with Instituto AMPARA Animal, the platform is set to promote responsible pet adoption throughout Brazil, offering joyful outcomes for countless animals seeking loving homes.
CREDITS
Agency: AlmapBBDO
Campaign: Melhor Amigo AI
Client: Mars
Product: Pedigree
President & CEO: Filipe Bartholomeu
Chief Creative Officer (CCO): Pernil
Creative Vice Presidents: Fernando Duarte, Henrique Del Lama
Creative Team: Daniel Trimer, Gus Souza, Guto Merino
Audiovisual Production: Diego Villas Boas, Victor Alloza, Camila Graf
Chief Operating Officer (COO): Rafaela Alves
Account Management: Camilla Massari, Fernanda Portugal, Julia Marques, Cynthia Bertoli
Chief Strategy Officer (CSO): João Gabriel Fernandes
Strategy: David Gross, Isabella Ayub, Najara Bartolo
Special Projects: Julia Newman, Marilia Alves
Digital Production: Lilian Cavallini, Juliana Sousa, Benext.ai
Art Buyers: Tereza Setti, Flávia Padrão
Client Approval (Mars): Natalia Ball, Fabio Aligns, Ignacio Inda, Rodrigo Alfieri, Ricardo Marinho, Clara Barin, Marina Moresco, Nathália De Angelis
PR: AlmapBBDO, Giusti
PR Agency: Weber Shandwick
Consumer Vice President: Laura Chiavenato
Senior Manager: Ariane Oliveira
Senior Account Executives: Ana Sciena, Natalia Iponema
Intern: Lais Gomes
Content & Media Agency: DPZ
Business & Projects: Isabel Rudge, Nathalia Ferreira, Melina Busato
Content: Mariana Hasselman, Julia Cortizo, Gabriela Passos
Media: Marcel Santos, Pedro Cunha, Rodrigo Ferreira, Thiago Bronel, Isabela Tavares
Business Intelligence: Erica Nakamura, Bruna Monteiro, Matheus Severino, Rafaela Alves
Influencer Agency: BR Media
Commercial: Paulo Fabricio, Andre Felix, Pedro Perassoli
Planning: Pedro Dorta, Samira Chain
Account Management: Nicole Iasbech, Thais Vilanova
Business Development: Ana Shinyashiki
Illustrations — Production Company: Black Madre
Creative Director: André Maciel
Executive Director: Tina Castro
Planning: Le Alves, Beatriz Perrote, Tommy Martins
Account Management: Camila Holzmann
Production: Laryssa Andrade, Felipe Ribs
Illustrators: Leandro Dexter, Leo Soares
Lettering: Ribeiro
AMPARA
President & Founder: Juliana Camargo
Co-Founder & Executive Director: Raquel Facuri
Pedigree Program Manager (Adotar É Tudo De Bom): Luana Paola
Production Company: The Youth
Executive Direction: Carol Cherobim, Eduardo Lubiazi, João Machado, Yuri Maranhão
Executive Production: Carol Cherobim, Chico Pedreira
Account Management: Carol Cherobim, Camila Pires, Lu Krasa
Production Coordination: Carol Cherobim, Stefanie Korb
Finance: Iza Lubiazi, Thiago Duarte
Directors: Vinicius Kluge, Janaína Da Veiga
Assistant Director: Milton Gonçalves De Oliveira Filho
Director Of Photography: Johann Stollmeier
Art Direction: André Gosmma
Casting: Renata Sheidt
Main Cast: Iamni Reche Bezerra (With Pets Lucho Guida, Matilda)
Supporting Cast: Danielly Francis Luchi Vieira (Duda); Rafaela Volpi Pedroso Gomes (Maria); Giulia And Luana Giovanella (Princesa); Amanda Caldas Pereira (Mole); Giulia Raffaela Bittencourt (Nala); Giovanna Duarte (Stella); Carolina Vieira Lowry (Tadeu Francisco); Camila De Brito Reynaldo (Rogerinho); Christian De Paula Dos Santos (Doly); Rosyane Mayre Pimenta Natal (Caramelo)
Production Director: Adri Lyra
Production Assistant: Mateus Martins
Production Runner: Camila Jaine Ferreira
Location Production: Daniane Almeida
Props: Rodrigo Bernardi
Wardrobe: Taciane Biehl Duarte
Makeup: Eliane Aptz
Catering: Laiz Roche, Kellyn Lino
1st AC: Rodrigo Gonçalo Fernandes De Jesus (Briza)
2nd AC: Adriano Santos Araujo
Video Assist: Carlos Eduardo Puchivailo
Head Electrician: Ricardo Pirolla
Electric Assistants: Leonardo Vinicius Vendrame Cichon, Matheus Henrique Alves De Oliveira
Key Grip: Flavio Romão Dos Santos
Grip Assistant: Cleverson Gomes De Castro
Logger: Germano Carvalho Faria
On-Set Veterinarian: Giulia Distefano
Animal Trainer: Adriana Gandolfi
Drivers: Carlos Alberto Dias, Roosevelt David Haidinger
Post-Production: Colossal
Executive Post Producer: Dan Maia
Producer: Amanda De Oliveira, Mauricio “Kazu” Yamashita
Project Management: Amanda De Oliveira
Post-Production Coordinator: Nicole Lia Rêgo Da Silva
Assistant Post Coordinator: Eduardo Harger
Finishing: Luciana Lima De Paula, Ricardo Jug
Editing: Henrique José, Luciana Lima De Paula
Designers: Eduardo Soldatti, Henrique Rocha, Bruno Guterres, “Xinoby” Alexander Mojavi Dias
Additional Designers: Nuria Lima, Paulo Vaz
Motion Graphics: Scarnno, André “Ruivo” Alves Franco, Caique Moretto Lins Bezerra, Marcos Rigobello,
Jhony Schimidt, Gabriel Rocha, Guilherme Diniz
Color Grading: Johann Stollmeier
In Memoriam: Meg
Audio Production: Raw Audio
Music Direction: Hilton Raw
Music Production: Hilton Raw, Will Sebastião, Fernando Forni, Ricardo Pinda, Rogerinho Pereira
Sound Design & Mix: Enrico Maccio, Philip Braunstein
Executive Producer: Carol Peternelli
Coordination: Robério Barbosa
