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 (buscadogues.com) 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.