ALMAP BBDO

In Brazil, studies show that mixed-breed dogs are often overlooked for adoption in favor of purebreds.

In response, AlmapBBDO and Pedigree teamed up to spotlight the beloved Caramelo mutt—a symbol for all mixed-breed dogs. With support from celebrity advocates like Tatá Werneck, the campaign encourages the adoption of mixed-breed dogs, spreading the message through social media, film, a Caramelo Kennel Club, a genetic study of Caramelos, and a Caramelo Dog Show.