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 (buscadogues.com) 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.