Teaming up humans two best friends
Good beer for a good cause. To encourage people to adopt a dog, each bottle features a dog looking for a new home. It was a great collaboration between two clients.
While reading a Buzzfeed article that highlighted eccentric Brazilian musician Zeca Pagodinho, one particular detail caught our attention. Along with his music career, Pagodinho is also known for his love of beer. It is said that when he drank too much, he would visit a pet store to buy dogs.
In Brazil, particularly in urban areas, stray dogs are a significant issue. Rather than purchasing dogs, adoption is a preferable option. With Pagodinho's story in mind, we had an idea: "What if we could combine man's best friends into a single product?" And so the "Sem Dono" beer (Abandoned beer) was born.
Bamberg brewed a batch of Abandoned beer, with six different labels, each featuring a picture and brief description of an adorable dog hoping to be adopted.
It was a full in-house project where the idea came first and the client came later. Everything from the design labels to the campaign, landing page, social media, and PR was developed internally.
The immense feedback, with many people sharing their appreciation for the cause, also received a lot of media and social attention.
Eng. Adopt a puppy
The 'Sem Dono' beer became a permanent product, and the labels are periodically changed to feature new dogs.
All dogs found a new home, and there were increased visits and donations to the shelter.
The independent agency Señores won the first Ad Age Small Agency Awards in Brazil, and the brewery became a permanent account
US$ 8 million
media impressions just in the first week of the campaign with zero media budget