Supermarket plazaVea: Billboard Dogs

Plaza Vea Supermarkets, one of the biggest supermarket chains in Peru, together with ASF, an important civil association that fights for animal rights in the country, selected a group out of the more than 6 million stray dogs that wander around in Peru and gave them a big opportunity: to work to find an owner. While they promoted the supermarket’s sales, they also promoted themselves. Inspired in the old advertising technique, “the sandwich man”, billboards were made and hung on the dogs. In them, you’d find the supermarket’s specials along with the phrase: “I’m working because I don’t have an owner. Adopt me.” Photographs were taken and published on the supermarket’s catalogue.

220,000 catalogues were printed and distributed throughout Peru, making the dogs’ work go viral, and in less than 2 days, it was digitally shared over 5,000 times. The media made the dogs news and Plaza Vea hasn’t stopped receiving compliments for such an innovative project; that will continue to be part of the next supermarket’s catalogues. Of the 12 dogs used in the campaign, 4 have already been adopted, proving once more that the ones who work hard, always get a reward.