Friday the 13th is steeped in superstition, but for black cats, it's a stark reminder of the prejudice they face. For centuries, these innocent creatures have been unfairly associated with bad luck, and Friday the 13th often leads to increased mistreatment. It's a cruel irony that while Friday the 13th is feared, Black Friday is eagerly anticipated.
Petlove is committed to changing this narrative. That's why we created Black Cat Friday: a day of special discounts, exclusively for black cats, held every Friday the 13th. We're transforming symbols of bad luck into symbols of fortune.
Black Cat Friday is now a cherished tradition on the Petlove calendar, a testament to our belief that where there's a pet, there must be love.
Role: Idea, concept, texts
CCO: André Kassu, Marcos Medeiros
ECD: Luciana Cardoso
CD: Thiago Lins, Ana Novis
ACD: Davi Sabry, Denis Peralta
CW: Alan de Sá
AD: Débora Capriolli, Rafael Costa, Victor Gatto
CCO: André Kassu, Marcos Medeiros
ECD: Luciana Cardoso
CD: Thiago Lins, Ana Novis
ACD: Davi Sabry, Denis Peralta
CW: Alan de Sá
AD: Débora Capriolli, Rafael Costa, Victor Gatto
Recognitions: CCSP, MMA Smarties Awards
Our Black Cat Friday campaign was designed in two impactful stages. Initially, we sparked engagement by inviting pet owners to share photos of their black cats, tagging Petlove and using #BlackCatFriday. Participants were rewarded with discount coupons for feline products, driving participation in Black Cat Friday.
The results were remarkable: thousands of photos were shared, establishing Petlove as the leading voice in the black cat conversation on Friday the 13th.
The second phase introduced Agatha, our resident black cat psychic, who unveiled the next chapter of the campaign and offered lighthearted, lucky advice on Friday the 13th.
In collaboration with Catland, we introduced "catpons": discount coupons named after black cats seeking homes at the NGO. To encourage adoption, we offered a free one-year Petlove health plan to anyone who adopted one of these kittens.
