Pedigree Caramelo
Role:
Executive Creative Director.
For over two decades, Pedigree has worked to help every dog find a loving home—but in Brazil, mixed-breed dogs like the iconic Caramelo were still 90% less likely to be adopted. To change that, we didn’t just launch another adoption campaign—we created a breed. We conducted genetic research, issued pedigrees, launched a kennel club, and even hosted a dog show. We also redesigned our brand identity to reflect the soul of Brazil through its art, street culture, typography, and print—everything that makes Brazil so unmistakably Caramelo. With that, we sparked a movement. The campaign tapped into the country’s deep affection for Caramelos, using social media and celebrity support to ignite a national conversation and shift perceptions.