Client Ayuntamiento de Madrid


Increase the adoption of abandoned pets in the most populated city in Spain. The Animal Protection Center of the Madrid City Council is in a critical situation with more than 200 pets awaiting adoption. Under the slogan “ADOPT, a gesture that changes your face” we articulate this campaign that works on the idea of ​​changing the lives of animals and people through coexistence. Illustration and animation with characters that adopt the faces of their pets in a nice and simple metaphor.


With an implementation on more than 20 giant screens in the center of Madrid, the campaign managed in its first wave to increase daily visits to the animal adoption website from 600 to 7,000.


We looked for a friendly and close tone that would carry this positive message to citizens without reverting to victimhood or incrimination. For the illustrations and animations we have the support of Enrique Guillamón who has managed to capture the ideas of the team with total versatility.