Most campaigns today tend to spotlight the technology itself. PEDIGREE® takes a different route.

With the launch of melhoramigo.ai, the brand shifts attention from what AI can do to what actually matters. The platform is designed to encourage responsible dog adoption in Brazil, while reinforcing the idea that genuine companionship cannot be replicated.

This Dog Adoption Campaign Brazil initiative focuses on helping people find the right companionship through technology.
 

 

A Teaser Campaign That Felt Like a Tech Launch

The rollout began quietly, with a series of unbranded placements across São Paulo. Minimal black and white visuals carried a simple promise: an AI that could help you find a friend.

Without any brand attribution, the campaign created curiosity. It looked like another AI product entering the market, which made people pause and question it.

Brazilian creator Felca added momentum by reacting to the idea of AI-based friendship, opening up a broader conversation around loneliness, technology, and human connection. This early phase helped position the campaign within a cultural context rather than just a marketing effort.
 

 

The Reveal: AI as a Tool for Real Connection

Once PEDIGREE® revealed itself, the message became clear. AI is not the solution to companionship. It can, however, help people find it.

The platform melhoramigo.ai is designed to connect users with dogs available for adoption through nearby shelters and NGOs. The idea sits at the intersection of AI in pet adoption and human-animal relationships, making the technology useful without letting it take over the story.

Dog Adoption Campaign Brazil: How melhoramigo.ai Supports Responsible Dog Adoption

The platform goes beyond simple listings. It introduces a more thoughtful approach to adoption.

Users interact with a conversational interface that asks questions about their lifestyle, preferences, and expectations. Based on these responses, the system suggests dogs that are more likely to be a good fit.

Key aspects of the platform include:

• AI-powered dog matching based on personality and lifestyle
• Integration with local NGOs and shelters to promote real adoption
• Guided experience that encourages responsible decisions
• Focus on long-term compatibility, not impulse adoption

This approach aligns with growing conversations around ethical pet adoption and the importance of making informed choices when bringing an animal into a home.
 

 

 

The Insight Behind the Campaign

Created by AlmapBBDO, the campaign builds on a simple but relevant observation. As AI becomes more present in everyday life, it is often positioned as a replacement for human interaction. This idea is carried across digital and social platforms, building strong visibility across São Paulo.

This work takes a step back and questions that idea.

Instead of positioning AI as a substitute for companionship, PEDIGREE® uses it to highlight the value of real relationships. The contrast between artificial interaction and the emotional reality of living with a dog becomes the core of the campaign.

Why the Campaign Stands Out

Several elements make this Dog Adoption Campaign Brazil worth noting within the broader landscape of AI-driven marketing campaigns.

It shifts the role of AI
The technology supports the idea instead of dominating it.

It connects with a real-world issue
Dog adoption in Brazil remains a significant challenge, and the platform addresses it in a practical way.

It builds on brand credibility
PEDIGREE® has a long-standing association with adoption initiatives, which gives the campaign authenticity.

It uses culture, not just media
The involvement of Felca and the teaser phase helped the campaign feel part of a larger conversation rather than a standalone ad.

A Campaign Rooted in Purpose

At its core, this is not just about launching a platform. It is about reinforcing the importance of human-animal bonds at a time when digital interactions are becoming more common.

By combining AI technology with dog adoption initiatives, PEDIGREE® manages to stay relevant while remaining true to its purpose.

Final Take

The strength of melhoramigo.ai lies in its restraint. It uses AI in a way that feels practical and grounded, without overstating its role. In doing so, it redirects attention to something far more meaningful. Real companionship, built through everyday moments between people and their pets.

This Dog Adoption Campaign Brazil shows how technology can support real connection in a meaningful way.

For a campaign that starts by talking about artificial intelligence, it ends up making a strong case for something entirely human.

See more creative digital campaigns.

Credits
Agency: AlmapBBDO
Campaign: Melhor Amigo AI
Client: Mars
Product: Pedigree
Campaign: Dog Adoption Campaign Brazil

President & CEO: Filipe Bartholomeu
Chief Creative Officer (CCO): Pernil
Creative Vice Presidents: Fernando Duarte and Henrique Del Lama
Creative Team: Daniel Trimer, Gus Souza, and Guto Merino
Audiovisual Production: Diego Villas Boas, Victor Alloza, and Camila Graf
Chief Operating Officer (COO): Rafaela Alves
Account Management: Camilla Massari, Fernanda Portugal, Julia Marques, and Cynthia Bertoli
Chief Strategy Officer (CSO): João Gabriel Fernandes
Strategy: David Gross, Isabella Ayub, and Najara Bartolo
Special Projects: Julia Newman and Marilia Alves
Digital Production: Lilian Cavallini, Juliana Sousa, and Benext.ai
Art Buyers: Tereza Setti and Flávia Padrão
Client Approval: Natalia Ball, Chris Rodi, Ignacio Inda, Arren Beach, Ricardo Marinho, Clara Barin, Marina Moresco, Nathália de Angelis
PR: AlmapBBDO and Giusti

PR Agency: Weber Shandwick
Consumer Vice President: Laura Chiavenato
Senior Manager: Ariane Oliveira
Senior Account Executives: Ana Sciena and Natalia Iponema
Intern: Lais Gomes

Content & Media Agency: DPZ
Business & Projects: Isabel Rudge, Nathalia Ferreira, and Melina Busato
Content: Mariana Hasselman, Julia Cortizo, and Gabriela Passos
Media: Marcel Santos, Pedro Cunha, Rodrigo Ferreira, Thiago Bronel, and Isabela Tavares
Business Intelligence: Erica Nakamura, Bruna Monteiro, Matheus Severino, and Rafaela Alves

Influencer Agency: BR Media
Commercial: Paulo Fabricio, Andre Felix, and Pedro Perassoli
Planning: Pedro Dorta and Samira Chain
Account Management: Nicole Iasbech and Thais Vilanova
Business Development: Ana Shinyashiki

Illustrations
Production Company: Black Madre
Creative Director: André Maciel
Executive Director: Tina Castro
Planning: Le Alves, Beatriz Perrote, and Tommy Martins
Account Management: Camila Holzmann
Production: Laryssa Andrade and Felipe Ribs
Illustrators: Leandro Dexter and Leo Soares
Lettering: Ribeiro

AMPARA
President & Founder: Juliana Camargo
Co-founder & Executive Director: Raquel Facuri
Pedigree Program Manager (“Adotar é Tudo de Bom”): Luana Paola

Production Company: THE YOUTH
Executive Direction: Carol Cherobim, Eduardo Lubiazi, João Machado, and Yuri Maranhão
Executive Production: Carol Cherobim and Chico Pedreira
Account Management: Carol Cherobim, Camila Pires, and Lu Krasa
Production Coordination: Carol Cherobim and Stefanie Korb
Finance: Iza Lubiazi and Thiago Duarte
Directors: Vinicius Kluge and Janaína da Veiga
Assistant Director: Milton Gonçalves de Oliveira Filho
Director of Photography: Johann Stollmeier
Art Direction: André Gosmma
Casting: Renata Sheidt
Main Cast: Iamni Reche Bezerra, with pets Lucho Guida and Matilda
Supporting Cast: Danielly Francis Luchi Vieira and Duda; Rafaela Volpi Pedroso Gomes and Maria; Giulia and Luana Giovanella and Princesa; Amanda Caldas Pereira and Mole; Giulia Raffaela Bittencourt and Nala; Giovanna Duarte and Stella; Carolina Vieira Lowry and Tadeu Francisco; Camila de Brito Reynaldo and Rogerinho; Christian de Paula dos Santos and Doly; and Rosyane Mayre Pimenta Natal with Caramelo.
Production Director: Adri Lyra
Production Assistant: Mateus Martins
Production Runner: Camila Jaine Ferreira
Location Production: Daniane Almeida
Props: Rodrigo Bernardi
Wardrobe: Taciane Biehl Duarte
Makeup: Eliane Aptz
Catering: Laiz Roche and Kellyn Lino
1st AC: Rodrigo Gonçalo Fernandes de Jesus (Briza)
2nd AC: Adriano Santos Araujo
Video Assist: Carlos Eduardo Puchivailo
Head Electrician: Ricardo Pirolla
Electric Assistants: Leonardo Vinicius Vendrame Cichon and Matheus Henrique Alves de Oliveira
Key Grip: Flavio Romão dos Santos
Grip Assistant: Cleverson Gomes de Castro
Logger: Germano Carvalho Faria
On-set Veterinarian: Giulia Distefano
Animal Trainer: Adriana Gandolfi
Drivers: Carlos Alberto Dias and Roosevelt David Haidinger

Post-Production: COLOSSAL
Executive Post Producer: Dan Maia
Producer: Amanda de Oliveira and Mauricio “Kazu” Yamashita
Project Management: Amanda de Oliveira
Post-Production Coordinator: Nicole Lia Rêgo da Silva
Assistant Post Coordinator: Eduardo Harger
Finishing: Luciana Lima de Paula and Ricardo Jug
Editing: Henrique José and Luciana Lima de Paula
Designers: Eduardo Soldatti, Henrique Rocha, Bruno Guterres, and “Xinoby” Alexander Mojavi Dias
Additional Designers: Nuria Lima and Paulo Vaz
Motion Graphics: Scarnno, André “Ruivo” Alves Franco, Caique Moretto Lins Bezerra, Marcos Rigobello, Jhony Schimidt, Gabriel Rocha, and Guilherme Diniz
Color Grading: Johann Stollmeier
In Memoriam: Meg

Audio Production: Raw Audio
Music Direction: Hilton Raw
Music Production: Hilton Raw, Will Sebastião, Fernando Forni, Ricardo Pinda, and Rogerinho Pereira
Sound Design & Mix: Enrico Maccio and Philip Braunstein
Executive Producer: Carol Peternelli
Coordination: Robério Barbosa

This campaign is about:
dog adoption campaigns, pet care advertising, animal welfare campaigns, AI in advertising campaigns, PEDIGREE® Adoption Program, Best Friend AI, Dog Adoption Campaign Brazil

Imagine waiting for a bus late at night, alone at a dimly lit stop, feeling uneasy about your surroundings. Now picture having a virtual companion to keep you company until your ride arrives. This is the reality being brought to life by Eletromidia, Brazil’s leading out-of-home advertising company, through its innovative Abrigo Amigo project. Launched in collaboration with ad agency AlmapBBDO, this initiative is transforming bus shelters into safe havens while seamlessly blending cutting-edge technology with impactful advertising. As of March 17, 2025, the project is expanding across São Paulo, Rio de Janeiro, and Campinas, offering a fresh perspective on urban safety and brand engagement.

What Is the Abrigo Amigo Project?

Abrigo Amigo, originally known as “Guarded Bus Stop,” is an award-winning initiative that took home a Gold Lion at this year’s Cannes festival. Designed to enhance safety at bus stops—especially for women waiting alone after dark—it combines smart technology with a human touch. Eletromidia has partnered with major brands like Santander, Vivo, Bradesco Seguros, Sempre Livre, Diageo, and Anhanguera, along with government support, to roll out 100 high-tech bus shelters across Brazil’s major cities.

The project kicked off with a successful pilot in Campinas in April and is now entering an exciting new phase. The first ten locations have just been unveiled in São Paulo, with plans to expand strategically based on local demand and user needs.

How Abrigo Amigo Works

So, how does this groundbreaking concept actually function? It’s simpler—and smarter—than you might think.

Nighttime Video Calls: From 8 p.m. to 5 a.m., the digital screens at these bus shelters switch from displaying ads to enabling video calls. Equipped with internet access, microphones, and night-vision cameras, they connect users to Eletromidia’s call center.
A Virtual Companion: Anyone waiting can chat with a friendly operator who stays on the line until their bus arrives, offering peace of mind during those vulnerable moments.
Daytime Advertising: During daylight hours, the screens revert to their original purpose—showcasing advertisements—making this a dual-purpose innovation.
This clever use of technology tackles a real social issue while keeping the advertising ecosystem thriving, proving that purpose and profit can coexist.

Why Abrigo Amigo Matters

Safety in urban areas, particularly for women, remains a pressing concern in Brazil and beyond. Abrigo Amigo addresses this head-on by turning a routine wait into a secure, supported experience. Alexandre Guerrero, CEO of Eletromidia, sums it up perfectly: “We’re thrilled about this new stage of the project, which has the potential to make a positive impact on the lives of thousands of people. Eletromidia is dedicated to transforming cities.”

Beyond safety, the initiative showcases how brands can align with social good. Rafael Gil and Rodrigo Almeida, executive creative directors at AlmapBBDO, note, “Abrigo Amigo is a rare opportunity to align commercial goals with a social purpose.” It’s a win-win: companies demonstrate their technological prowess while contributing to a safer society.

Key Benefits for Users and Brands

Enhanced Safety: Women and other vulnerable individuals feel more secure at night.
Brand Visibility: Partnering companies gain exposure through a meaningful, high-impact campaign.
Innovative Tech: Eletromidia proves its leadership in out-of-home advertising with this forward-thinking solution.
The Rollout: Where and When
The project is unfolding in stages, starting with a soft launch of ten bus shelters in São Paulo. Rio de Janeiro and Campinas will follow, with the remaining locations activated based on data like user demand and local safety needs. This phased approach ensures the initiative adapts to real-world conditions, maximizing its effectiveness.

The pilot in Campinas laid the groundwork, and now, with private-sector backing and government collaboration, Abrigo Amigo is poised to scale up and make a lasting difference.

What’s Next for Abrigo Amigo?

As the project grows, it’s likely to inspire similar efforts worldwide. The blend of technology, safety, and advertising could become a blueprint for other cities grappling with urban challenges. For now, Brazil is leading the charge, showing how innovation can transform something as simple as a bus stop into a lifeline.

Final Thoughts: A Step Toward Safer, Smarter Cities

Abrigo Amigo is more than just a clever advertising gimmick—it’s a testament to the power of technology to address real human needs. By making bus stops safer and more connected, Eletromidia and its partners are setting a new standard for what out-of-home advertising can achieve. Whether you’re a commuter seeking security or a brand looking to make a meaningful impact, this project offers something worth celebrating. As it expands across Brazil in 2025, Abrigo Amigo is proving that small changes can lead to big transformations—one bus stop at a time.

Credits
Campaign: Abrigo Amigo
Agency: AlmapBBDO
CEO: Filipe Bartholomeu
CCOs: Luiz Sanches and Marco “Pernil” Giannelli
Executive Creative Directors: Rafael Gil and Rodrigo Almeida
Creatives: Rafael Gil, Rodrigo Almeida, Ingryd Cruz, Gustavo Tasselli, and Fernando Christo
Liaisons: Fernando “Fefo” Silva and Manuella Gavioli
Media: Rafaela Alves, Suellen Kiss, and Thiago Gonzales
Film Production: CINE
Scene Directors: Walk In
Approval: Lucio Schneider and Marcelo Pacheco

This campaign is about:
Abrigo Amigo project, Eletromidia, Women safety, Bus stops, Brazil, Smart Tech, São Paulo, Rio de Janeiro, Urban safety, out-of-home advertising, innovative bus shelters, safety technology, AlmapBBDO, women protection, Brazilian cities, public safety initiative, OOH Campaigns.

The web series is about a patient ‘David’ who is in a coma and fails to remember anything about who he got in his present condition. The Getty Images team also created an immersive website where the users can know more about this topic in depth.

The campaign turned out to be a massive success for Getty Images and helped let the users know about the endless possibilities of their versatile image bank.

Credits
Campaign: COMA
Agency: AlmapBBDO / Sao Paulo

Background: Volkswagen was launching its new SUV in the market. They had made a big TV campaign, but a tactical part left that would attract consumers more feature-oriented. Their objective was to bring these consumers to the T-Cross website.

Idea: The first thing they thought was that they needed to talk to consumers that care about car features. And the best way to do so was to advertise right before videos that talk about this subject. So reviews about their competitors were the best choice. But there are many Trueview Ads that people barely pay attention to. So – to not disrupt the consumer experience – they decided to make their messages as short as possible. And to grab the user attention, instead of making a traditional ad, they decided to play with the medium itself. They were turning the elements of the video-player into the road, obstacles, and even their car.

Results: It generated some excellent results: Conversion to the website was 75% higher than usual TrueView ads. And Full Retention (Complete Views) was two times higher (215%) than average (TrueView ads)

Credits
Brand: Volkswagen
Campaign: Volkswagen TrueVW
Agency: AlmapBBDO / Sao Paulo

As portrayed in the digital promo developed by BBDO, Brazil, it is common for visually impaired humans to count of guide dogs. Tragically so, it is also common for people to abandon their dogs when they start going blind. Pedigree Human Guides is an educational platform that teaches us how to take care of our dogs that go blind. As part of the campaign, Pedigree even handed out illustrated handbooks to stores and pet shops. The educational material can also be downloaded from www.humanguides.com

We feel that this campaign is a brilliant initiative that enables us to give back to dogs. It is something that needs to be shared as much as possible!

Dealing with obstacles at home

Creating a routine for meals and hydration

Venturing out safely

Developing memory

A different way to play

Credits
CLient: Pedigree
Campaign: Human Guides
Advertising Agency: AlmapBBDO, Brazil
General Creative Director: Luiz Sanches
Executive Creative Director: Bruno Prosperi
Creative Directors: Andre Gola, Pernil, Marcelo Nogueira, Keka Morelle
Creatives: Rafael de Miranda, Pedro Reis, João Souza
RTV: Vera Jacinto, Diego Villas Bôas, Tatiana Martins
Content Producer: Marcelo Pignatari
Production: Bando Studio Produções Cinematográficas
Director: Ale Charro
Second Unit: Lucas Rangel
DP: Wagner Jabour
Editing: Juliana Munhoz
Post-Production: Equipe Bando
Motion: Pedro Gebara
Executive Producer: Marcela Sutter
Audio Production: Cabaret
Client Services: Ingrid Lopes, Vitoria Capelasso
Producer / Audio Post: Gab Scatolin
Teacher: André Henrique
Coordinators: Verusca Garcia, Nicole Bonnet
Illustrators: André Maciel (Black Madre), Estudiorama
Final Art: Carlos Henrique
Graphic Production: Jose Roberto, Marcos Souza
Director of Digital Operations: Rodrigo Falcão
Digital Strategy: Nicole Bortoluzo Cassiano
Project Managers: Eduardo Bruschi Cardoso, Mayra Otsuka, Diego Honorato da Silva
Client Services: Camilla Massari, Pedro Fragata, Renata Zuccarelli Luzzi, Gabriela Nogueira Dias
Planning: Cintia Gonçalves, João Gabriel, David Gross, Julia Hodgkiss Prais
Media: Daniel Ribeiro, Renata Bordin, Thabata Hidalgo, Taís Trevisol, Wiraquitan de Lima
BI: Bruno Mosconi, Helio Silva Balbi, Marina Leitão
Approval: David Griffin, Marina Sachs, Daniel Calderoni, Valdir Nascimento, Patrícia Pollice

Advertising Agency: AlmapBBDO, São Paulo, Brazil
Partner: Marcello Serpa, Luiz Sanches
Co President Of The Board: Marcello Serpa
Chief Creative Officer: Luiz Sanches
Executive Creative Director: Bruno Prosperi, Renato Simoes
Creative Director: André Gola, Benjamin Yung Jr, Marcelo Nogueira, Pernil
Design Creative Director: Marcus Sulzbacher
Art Director: Ana Conrado, André Leotta
Copywriter: Felipe Cirino, Carol Nigro
CoCreative Director: Luciana Haguiara
Producer: Marcos De Souza
Account Director: Pedro Fragata
Midia: Isabela Albero

Credits:
Advertising Agency: AlmapBBDO, Sao Paulo, Brazil
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director: Bruno Prosperi
Copywriter: Renato Simoes