| Title | FURMACY |
| Brand | ROYAL CANIN & CÃO VIVER ASSOCIATION |
| Product/Service | ANIMAL ADOPTION |
| Category |
D01. Animal Health |
|
Entrant
|
FCB LISBON, PORTUGAL
|
|
Idea Creation
|
FCB LISBON, PORTUGAL
|
|
Production
|
BRO Lisbon, PORTUGAL
|
Credits
| Luis Silva Dias |
FCB International |
Chief Executive Officer |
| Edson Athayde |
FCB LISBON |
Chief Executive Officer |
| Eduardo Vinicius Tavares |
FCB LISBON |
Creative Director |
| Viton Araújo |
FCB LISBON |
Creative Director |
| André Braz |
BRO Cinema |
Film Director |
| Pedro Patrocínio |
BRO Cinema |
DOP |
| Mario Patrocínio |
BRO Cinema |
Film Director |
| Gonçalo Martinho |
FCB LISBON |
Art Director |
| Canja Audio Culture |
CANJA AUDIO CULTURE |
Sound Studio |
| Paulo Costa |
O Menino Grava |
Sound Design Arrangement |
| Sónia Gonçalves |
FCB LISBON |
Account Director |
| Andreia Martins |
FCB LISBON |
Account Executive |
| César Monteiro |
FCB LISBON |
Agency Producer |
The Campaign
Despite all the campaigns showing how adopting a dog can save its life, every year 100,000 animals are put down in portuguese
Kennels. What if people realized that adopting a dog could save their own lives? With this insight in mind we created a full range of medicines inspired by the healing properties of owning a dog.
Creative Execution
The pop-up pharmacy was a 24h event in the central Pharmacy of Alhandra - satellite city of Lisbon and a place with a high tax of health problems due to less federal investment in public health. We changed all the medicines of the pharmacy for the ones we created inspiring in the healing properties of owning a dog. Dozens of clients were “medicated” during the day and had the most varied reactions.
All the reactions were filmed and the best ones entered in our seeding film that conquered the web through the social media (Mostly Facebook & Instagram) of Royal Canin and 3 animal health NGO’s: Cão Viver, Guadi and Uppa.
Not only did people get the message, they also joined the campaign by posting the dogs they adopted with the hashtag of one of our medicine.
Our partner, UPPA (Union to Animal Protection) registered a raise of 123% in visits to their kennel compared to the same period (month of april) last year.
In 2017, no other social responsibility campaign in Portugal had so many free media in TV & radio prime time, newspapers, magazines and famous blogs. No to mention the huge (and not paid) online interaction with thousands posts, shares and likes. In a total, until now, of 500.000€ in earned media.
The Furmacy Project has both Promo & Activation and Direct in its core. Dozens of dogs are dying everyday in Portuguese kennels, national health problem that nobody was paying attention. One more mass advertising campaign with the same augments wouldn’t do the job. That’s why we choose a specific audience and an original way of promoting our message, capable of generating a strong PR response.
The whole stock of a real pharmacy was replaced generating unexpected reactions and meaningful interactions with real costumers. The pop-up pharmacy grabbed the media’s attention with the help of a press kit presenting our unexpected medicines to the main Portuguese TV stations and newspapers. So when the stunt video went online, Furmacy was already well known, facilitating the conversation and the wide spread was amplified through social media.