A sexta-feira 13 é historicamente associada ao azar, mas quem tem gato preto sabe o medo que essa data representa. Os bichinhos sofrem há séculos com o preconceito e essa associação ao azar aumenta o número de casos de maus tratos a esses animais. Mas se as sextas-feiras 13 são os piores dias do ano, ninguém reclama de outra sexta: a Black Friday.
Para mudar a sina dos gatos pretos e transformar símbolos de azar em sinônimos de sorte, criamos a Black Cat Friday: um dia de descontos especiais da Petlove, apenas para gatos pretos, e sempre na sexta-feira 13.
A Black Cat Friday se tornou uma data fixa no calendário da marca, para mostrar que onde tem pet, tem que ter love.
Friday the 13th is historically associated with bad luck, but those who own black cats know the fear that this date represents. These little animals have suffered for centuries from prejudice, and this association with bad luck increases the number of cases of mistreatment towards them. But if Friday the 13th is the worst day of the year, no one complains about another Friday: Black Friday.
To change the fate of black cats and transform symbols of bad luck into synonyms of fortune, we created Black Cat Friday: a day of special discounts from Petlove, exclusively for black cats, and always on Friday the 13th.
Black Cat Friday has become a fixed date on the brand's calendar, to show that where there is 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
Dividimos a campanha em dois momentos: no primeiro, encorajamos o público a tirarem fotos dos gatos pretos deles e marcar a Petlove e a #BlackCatFriday. Os participantes receberam cupons de descontos para participar da Black Cat Friday comprando produtos para felinos.
Milhares de fotos foram tiradas e a Petlove dominou a categoria durante a sexta-feira 13.
No segundo momento, trouxemos Agatha, a gata preta vidente, para anunciar a nova fase da campanha e oferecer conselhos da sorte na sexta-feira 13.
We divided the campaign into two moments: in the first, we encouraged the audience to take photos of their black cats and tag Petlove and #BlackCatFriday. Participants received discount coupons to join Black Cat Friday by purchasing feline products.
Thousands of photos were taken, and Petlove dominated the category during Friday the 13th.
In the second phase, we brought in Agatha, the black cat psychic, to announce the new phase of the campaign and offer lucky advice on Friday the 13th.
Thousands of photos were taken, and Petlove dominated the category during Friday the 13th.
In the second phase, we brought in Agatha, the black cat psychic, to announce the new phase of the campaign and offer lucky advice on Friday the 13th.
Em parceria com a Catland, criamos os catpons: cupons de descontos usando o nome de gatos pretos para adoção na ONG. E para quem adotasse um dos gatinhos, o guardião recebia um ano de plano de saúde Petlove de graça.
In partnership with Catland, we created "catpons": discount coupons using the names of black cats available for adoption at the NGO. And for those who adopted one of the kittens, the guardian received a free one-year Petlove health plan.
