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NGO Hacks Common Misspelled Dog Breed Names on Google to Drive Adoption

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J. Walter Thompson Brazil launches 'Rescue Dogz' for online dog food brand Güd

NGO Hacks Common Misspelled Dog Breed Names on Google to Drive Adoption

Güd, in partnership with the NGO 'Clube dos Vira-Latas', have launched a new campaign titled 'Rescue Dogz'. Created by J. Walter Thompson Brazil, the campaign takes advantage of the common misspelling of pure-breed dogs names while searching in Google. Every time someone searches on Google and misspells the name of the breed, 'Rescue Dogz' names a puppy after that word, and creates an ad offering the dog for free. By clicking on the ad, the person is led to the project’s page ( and has the chance to adopt it. 

"The insight is that spelling the names of certain breeds correctly is very complicated. That's where we saw the opportunity to talk about a relevant issue for the brand, pet adoption," explains Rafael Miessi and Mica Moran, copywriter and art director at J. Walter Thompson.

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Project Manager: Denise Frasseto

Creative Agency

3D artist: Alexander Marks

Account Management: André PB, Felipe Giacon, Suelen Vizzotto, Bianca Lopes, Larissa Paiva and Ariane Luz

Art Director: Micael Moran

Chief Creative Officer: Ricardo John

Copywriter: Rafael Miessi

Creative Agency: J. Walter Thompson Brazil

Designer: Alexander Marks

Executive Creative Director: Rodrigo Da Matta and Cassio Moron

Illustrator: Dandara Hahn

Media Planner: Giovanna Venturelli, Stella Lopes, Maria Fernanda Galetti, Kellvyn Rios, Natalia Rapetti, Danilo Fadel, Victor Braga, Stephanie Cespedes e Darlan Deziderio

Motion Designer: Marcus Prado

Photographer: Daniela Furlan

Planners: Stella Pirani, Daniela Ryfer and Bruno Pirim

Programmer: Alfredo Júnior

Genres: Comedy

Categories: Home, Pet Supplies

Wunderman Thompson Sao Paulo, Thu, 21 Feb 2019 11:15:54 GMT