In Brazil, mixed-breed dogs—affectionately known as “Caramelos”—have long been overlooked in favor of purebreds. To challenge this bias and promote responsible adoption, Pedigree, in collaboration with AlmapBBDO, launched the “Caramelo” campaign.
This initiative aimed to elevate the status of Caramelos, celebrating them as symbols of affection, loyalty, and companionship. The campaign’s centerpiece was a film that showcased the Caramelo as a beloved companion, deserving of the same recognition and care as purebred dogs. Beyond the film, the campaign included a groundbreaking genetic study of 350 Caramelos, conducted in partnership with DNA Pets, to establish shared physical, genetic, and health traits.
Additionally, the Caramelo Kennel Club was founded to unite Caramelo enthusiasts, offering exclusive content, adoption events, and community engagement. A significant aspect of the campaign was the first-ever Caramelo Dog Show, which not only celebrated these dogs but also featured a major adoption fair. To further integrate Caramelos into everyday life, Pedigree repackaged its products with images of Caramelos, reinforcing their status as icons of Brazilian culture.
Supported by Brazilian celebrities like Tatá Werneck, João Vicente de Castro, and Gabriel Louchard, the campaign garnered widespread attention. Tatá Werneck, known for her advocacy for animal welfare, led the movement after discovering that mutts like her dog Maminha were excluded from dog shows due to their mixed heritage. Her involvement brought significant visibility to the cause, inspiring others to recognize and adopt Caramelos.
Through this multifaceted approach, the “Caramelo” campaign successfully reframed the image of mixed-breed dogs in Brazil, encouraging their adoption and celebrating their unique qualities.
AWARDS
Cannes Lions 2025
CREDITS
Client: Pedigree (Mars), Brazil. Creative Agency: AlmapBBDO. President and CEO: Filipe Bartholomeu. Chief Creative Officer: Marco “Pernil” Giannelli. Executive Creative Directors: Eduardo Lima, Fernando Duarte, Henrique Del Lama, Pedro Corbett, Rodrigo Adam. Creatives: Caique Llaguno, Gustavo Souza, Hiroito Takahashi, Isabella Remelli. Content: Fernando “Pandão” Cury. RTV: Diego Villas Boas, Victor Alloza, Mariana Golpian, Antonia Cid Ferreira. Client Services: Camilla Massari, Fernanda Portugal, Julia Marques, Manuella Gavioli, Ana Flávia Albuquerque. CSO: João Gabriel Fernandes. Strategy: David Gross, Filipe Yudi Nakaoka, Luana Rodrigues Sanches, Giovanna Rodrigues Orsatti. Special Projects: Julia Newman, Diego Honorato, Larissa Sarkis, Pedro Santi. Live: Siegfrid Frazao Keysselt Junior, Mila Andrade, Christiane Gonçalves Estrella, Jeniffer Oliveira dos Santos. Approval: Natalia Ball, Fabio Aligns, Ignacio Inda, Rodrigo Alfieri, Ricardo Marinho, Clara Barin, Marina Moresco. PR: Imagem Corporativa, PR Almap, Giusti. Photography: Mariana Valverde | Estúdio Almap. Executive Production: 21 Sun. Almap Studio Coordinator: Stephanie Biekarck.
Illustrations:
Production Company: Black Madre. Creative Director: André Maciel. Executive Director: Tina Castro. Head of Planning: Le Alves. Planning: Beatriz Perrote, Tommy Martins. Client Services: Camila Holzmann. Head of Production: Laryssa Andrade. Producer: Felipe Ribs. Illustrators: Leandro Dexter, Leo Soares. Lettering: Ribeiro.
Content Agency: T&P powered by Fbiz. Client Services: Maryane Colombo, Helena Batisteti. Content: Vanessa Vieira, Daniela Maccio, Paulo Borges, Amanda Lopes, Paulo Sampaio. Customer Voice: Carol Coleto, Juliana Luccas. Tech/SEO: Ana Marques, Marina Almeida, José Monte.
DNA Pets
Head: Jaqueline Oliveira Rosa. CEO: Rodrigo Faria Matheucci.
Media Agency: Essencemediacom. Production Company: Surreal Hotel Arts. Audio Production: Raw Audio.
