Adoption Initiative Showcases Black Dogs in Shelters as Ultimate Technology of Unconditional Love

On Black Friday, DDB Romania, in partnership with Kola Kariola Shelter and with the support of Thank'Q Pet Food brand, launches the Black Pet Friday campaign. This initiative aims to offer adoption opportunities for black-furred dogs, showing that these four-legged dogs are just as friendly and adorable as all other dogs, despite the superstitions surrounding them.

Black Pet Friday aims to remove the stigma associated with the phenomenon known as 'Black Dog Syndrome', which is a common problem locally and internationally. This problem has led to the avoidance of adopting black dogs on the grounds that they are less friendly or aggressive. The aim of the campaign is to draw public attention to this phenomenon and to change the collective perception, with the objective of increasing the number of adoptions of black dogs, both from the Kola Kariola Shelter and from other shelters.

"Black Pet Friday is a real adoption opportunity for black dogs in shelters. Through our creative approach to the campaign we are showing that these four-legged black dogs deserve the same love and attention as any other dog. Black Pet Friday invites people to upgrade their happiness by taking home a dog that will give them unconditional love."  states Roxana Nita, executive creative director at DDB Romania

The main focus of the campaign is an online video that adopts a style similar to product presentations in Black Friday deals, focusing on the features of 'adorable gadgets'. In the case of this campaign, the 'gadgets' are represented by four black dogs, emphasising the idea that adopting them will provide an 'upgrade to happiness'. The video ends with a powerful message: "Black dogs are 50% less likely to be adopted than other dogs. This Black Pet Friday, choose the ultimate in unconditional love."

"Black Pet Friday is an initiative that moves us deeply. At Kola Kariola Association, we are dedicated to the protection and care of stray dogs, and black dogs need our help more than ever, as they are neglected and forgotten due to existing prejudices. With this campaign, we hope to open people's hearts and homes to these adorable four-legged dogs, who truly deserve a second chance." declares Marius Chircă, vice president said Kola Kariola Shelter.

"We are proud to support this initiative which aims to show that these four-legged dogs have unique personalities, full of love and loyalty. Black Pet Friday is not just an adoption campaign, but an expression of our solidarity with black-furred dogs. Through Black Pet Friday, we want to bring real unconditional love technologies into people's homes that will change the lives of those who open their hearts” states Georgiana Gheorghiu, marketing manager at Thank’Q brand.

The communication campaign will run from 9th to 13th November 2023 and will be mainly digital, through video content. A dedicated website, available here, will showcase the black dogs in the shelter. The campaign will also be promoted on TV, through ads and special branding on various news, lifestyle and animal websites, as well as through ads on Social Media platforms (YouTube, Facebook, Instagram, LinkedIn, TikTok). To amplify the message, there are also collaborations with influencers to support the initiative.