T&P

London

Insight

In Brazil , “a dog of a day” is a common expression for a terrible day.

Yet dogs, culturally and emotionally, are symbols of loyalty, love and comfort.

At the same time, urban Brazilians experience high levels of stress and emotional overload.

How could we help stray dogs find a home by refining a negative Brazilian saying – turning a “dog of a day” into a happy day?

Idea

Create a safe space for people overwhelmed by routine to talk about their “dog days” and to be surprised by the one who’s scientifically proven to help: a dog.

A Harvard Medical School research study shows that interacting with dogs reduces cortisol and increases oxytocin.

Execution

Using cultural and scientific insights, the booth became an emotional outlet in the heart of urban stress. It’s location, Paulista avenue, was chosen for its hight pedestrian flow and symbolic pressure.

Hidden cameras captured each raw, spontaneous moment as people discovered the best listener in the world: a dog.

There was no script, no prompt, only honesty, surprise and connection. Content was distributed organically through emotional storytelling platforms and creator partnerships. No media was paid. The emotion carried the message.

Results

The Top 10 Most Talked-About Campaigns of 2024 – Mundo do Marketing”

+39% increase in adoptions

+260% reach

+574% impressions

+35,024% views

+14,993% shares

Zero paid media

A Dog Of A Day

A scientific insight turned into real emotion and measurable change. How an emotional wellness intervention backed by science - proved that dogs reduce stress and helped strays find a home.