Creative Board/ Pet-Me / Pedigree

Context: Pet ownership in Argentine households continues to grow, now reaching 80%. Moreover, 63% of pets are adopted (Forbes). However, there are still over 6 million stray dogs living on the streets (Infobae).

Idea: Introducing “Pet Me”, a gamified challenge in public spaces and digital platforms. This initiative features an interactive map-based game where participants are invited to find various dogs hidden within a puzzle.

Execution: Each outdoor ad will include a QR code that redirects users to the game’s website. Winners of the map challenge will have the chance to either adopt the dogs featured in the game or donate a bag of Pedigree food to the shelters housing them.

Art Direction: Tomás Nieto
Copywriting: Joaquín Zignego