In the scorching heat of 2023 and 2024, pets faced unprecedented risks during walks, prompting Purina Brasil to take action. Teaming up with Publicis Brasil, they devised a groundbreaking strategy: heat-reactive warnings that alerted pet owners to the dangers of walking their furry companions in extreme temperatures.
These innovative warnings remained invisible below 80.6ºF but turned vivid red as temperatures soared, signaling a clear message to safeguard pets from harm. Each alert featured a QR code, allowing owners to register and receive real-time weather notifications, ensuring safe walking conditions.
“Purina believes in the bond between people and pets, cherishing walks as moments of joy and connection,” states Julia Valente, Purina’s Marketing Director. This initiative aligns with their commitment to enhancing pet well-being beyond nutrition.
Deployed across Greater São Paulo’s key parks, streets, and avenues, the campaign included park blitzes, radio announcements, and engagement with Purina’s vast consumer base. This service complements Purina’s nutritional offerings and elevates pet care, promoting happiness, health, and longevity.
Titled ‘Salve as Patinhas (Save the Paws)’, this campaign epitomizes Nestlé Brasil’s dedication to pet welfare, showcasing the power of collaboration between industry leaders to safeguard beloved companions.
Credits
Brand
Nestlé Brasil
Client Team
Edu Lorenzi, CEO
Mauro Ramalho, CCO
Gabi Borges, COO
Juliana Elia, Strategy VP
Mauricio Almeida, Media VP
Fabio Astolpho, ECD
Creative Team
Creative Directors: Laura Azevedo, Arturo Marenda, Leandro Pinheiro
ACD: Leandro Hermann
Art Directors: Carolina Marques, Vinicius Montes, Mateus Moraes
Copywriters: James Döring, Daniel Bensusan
Business Team
Executive Business Director: Maria Carolina Camargo
Business Director: Laura Melo
Business Supervisors: Thais Murari, Maria Ficher
Strategy and Media
Strategy Director: Ileana Milan
Media Director: Aline Brazolotto
Media Managers: Lais Dalcin, Juliana Berro
Production Team
Head of Project and Operations: Maria Fernanda Laudisio
Head of Production: Renata Sayão
Production Director: Valéria Andrighetti
Graphic Manager: Eduardo Bueno
Graphic Producer: Emerson Russo
Manager Producer: Luize Oliveira
Producers: Renan Sales, Edivania Coimbra
Artbuyer: Raphael Macedo
Data and BI
Head of Data: Thiago Cassemiro
BI Manager: Giovanni Luigi
Communications
Communications: Paula Ganem, Marjorie Martins, And, All
Head of Marketing & Communication: Ionah Kochen
Nestlé Brasil Marketing
Marketing Director: Julia Valente (Nestlé Purina Brasil)
Director of Integrated Marketing: Gustavo Aguiar
Integrated Executive Manager: Rafael Berenguer
Influencer Marketing Manager: Francis Custódio
Digital Communication Manager: Gabriel Tardelli
Media Manager: Bruna Morano
Production
Filmmaker and Editor: Cristiano Fratoni
Motion Graphics: Guilherme Ferreti
Editor Supervisor: Douglas Souza Tecco
Post Production: 7 Filmes
Audio (Case): Fuzzr
UX/UI: Ruan Pedro Gross
Photographer: Cadu Lopes
Tinta Termocrômica: Croma
Media Partners
Media Partner: NEO OOH
Media Partner: Eletromídia
Radio: Mix FM