Responses by Démian Campos, creative director/copy and Lenín Pérez Pérez, creative director/art director, Eliaschev Saatchi & Saatchi
Background: Presently, Venezuela is in a delicate political situation, where food is difficult to find, even for the animals and pets. Looking for a way to solve this problem, many local businesses have created adequate food products for animals, replacing the need of buying from major pet food brands. Our client Misu asked for ads to create awareness amongst pet owners and society to stop tossing aside the pets.
Reasoning: Our lives run around social media and social networks, so we thought about applying this insight. Many friend requests are delivered every day, and sometimes we accept them out of curiosity of making new friends or meeting new people. As we click on the profiles, we find out that we have some common friends, but we don’t really know each other; sometimes we just delete this “new friend” in the end.
Challenges: As Venezuela is passing through the most difficult and dangerous economic crisis in its history, Misu challenged us to deliver and create a campaign, where the message about pet abandonment touches on everybody’s feelings and lead them to take action.
Favorite details: This campaign defines what social networks have impacted our lives, and how people today read the meaning of friendship. We are a society that advocates increasing technology and mobile devices, which sometimes leaves behind the real meaning of friends. With this ad, we hope people will look directly into the eyes of pets and other people and give warm, welcoming gestures.