Rescue Dogz Güd


Güd, an exclusive online dog food brand, transforms misspelled dog names in google into rescue dog names.

Güd, in partnership with the NGO “Clube dos Vira-Latas”, launches “Rescue Dogz”. Created by J. Walter Thompson Brazil, the campaign takes advantage of the so common misspelling of pure-breed dogs names while searching in Google. Every time someone searches on Google misspelling the name of the breed, "Rescue Dogz" names a puppy under that misspelled word and creates an ad offering the dog for free. By clicking on the ad, the person is led to the project’s page ( and has the chance to adopt it.

The insight appeared from an actual fact: correctly spelling the names of certain breeds is very complicated. That's where JWT saw the opportunity to talk about a relevant issue for the brand, pet adoption.

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