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

In the short film designed by Colenso BBDO, a humorous account on the holidays is presented by the Good Dog. The narrative begins many dinnertimes ago, with the arrival of Good Dog to a human family’s home on one Christmas night. The story spans across several holidays until the arrival of another dog dubbed as Awww. The comedic tale ends with the conclusion that the holiday season is not exclusive to a good dog, but a time of celebration for all good dogs.

We feel that this campaign makes judicious use of humour, and carries the brand’s core identity in a likeable fashion. It is definitely bound to be a holiday-themed campaign that will stand out in this season.

Credits-
Client: Pedigree
Campaign: Season of Good Dog
Advertising Agency: Colenso BBDO, New Zealand
Category: Household, garden & pets
Chief Creative Officer, BBDO Worldwide: David Lubars
Creative Chairman: Nick Worthington
Chief Creative Officer: Levi Slavin
Executive Creative Director: Daniel Wright
Creative Group Head: Beth O’Brien
Creative Group Head: Thomas Darlow
Group Business Director: Ahmad Salim
Business Director: Nico Ainsworth
Account Manager: Arameh Bozorgi
Account Executive: James Baker
Senior TV Producer: Natasha Gill
Integrated Producer: Ashlee Harris
Head of Integrated Production: Scott Chapman
Senior Planner: Philip De Meulemeester
ECD – Pedigree Global: Gianfranco Arena
ECD – Pedigree Global: Peter Kain
Senior Account Director – Pedigree Global: Sally Nathans
Agency Producer: Natasha Gill
DOP: Jeremy Rouse
Production Company: Finch
Production Company Executive Producer: Rob Galluzzo
Production Company Producer: Claire Thompson
Director: Christopher Riggert
Sound: Liquid Studio
Sound Design: Craig Matuschka
Music Composition: Peter van der Fluit
Music / Sound Producer: Tamara O’Neill
Post Production: Blackbird
Online Editor: Nicholas Ponzoni
Editor: Stuart Reeves, Bernard Garry / The Editors

Tags:
Christmas Ads, Christmas Campaigns, Christmas 2018, Christmas commercials, TVC, Dog Adoption, Pedigree, Season of Good Dog, Digital, Holiday

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

Brand: Pedigree
Title: Pedigree- The First Meeting
Advertising Agency: Proximity BBDO, Mexico City, Mexico
Chief Creative Officer: Luis Gaitán
Group Creative Director: Tere Lemus
Creative Director: Rodrigo Del Oso
Art Director: Juan Palacios
Executive Producer: Paloma Pieza, Manuel Rivas
Account VP: Andrea Davila
Account Director: Gabriela Morales
Production Company: Central Films
Director: Rodrigo Garcia
Producer: Mauricio Francini
Cinematographer: Mateo Londono
Costumes: Vivi López
Makeup & Prosthetics: Antón Garfias
Editor: Jorge Hernandez
Post Production: Patricia Guerra, Leonel Perez
Music Artist: Ramiro Del Real, Sonideros
Director Of Photography: Mateo Londono

Published in April 2016