+KOTA

As Mexico's largest pet store chain with over 200 stores, +KOTA runs a pet rescue program that helps coordinate dog shelters to make the adoption process easier. The challenge was to advertise this initiative using a simple but powerful idea on a very limited budget.

The solution was "Ownerless Dog," an activation where dogs walked around parks seemingly guided by an invisible owner. This illusion was achieved using a stiff, upright leash featuring a tag that read "Adóptame" (Adopt me) alongside the message, "Every dog would like to have an owner". The activation amused onlookers and yielded incredible results: 221 homeless dogs found a new friend in the following two months.