Great Campaigns: Territorio de Zaguates – Unique Breeds
“Unique Breeds” was more than an ad—it changed culture. It gave each stray dignity and converted shame into delight.
The Story of “Unique Breeds”: How Costa Rica Fell in Love with Its Mutts
In the rolling hills of Costa Rica lies Territorio de Zaguates—the “Land of the Strays.” Founded by animal lovers Lya Battle and Álvaro Saumet, it had become the country’s largest dog shelter, home to thousands of mixed-breed dogs. However, there was one significant problem: while purebred dogs were celebrated and sought after, these “zaguates” were viewed as second-class. For most families, they were not the first choice for adoption.
The shelter needed more than food and funds—it needed a change in mindset.
That’s where Garnier/BBDO in San José stepped in. Under the leadership of General Creative Director Manuel Travisany, a team of passionate creatives set out to change the story of the mutt.
They asked a simple but profound question: What if being mixed wasn’t a weakness, but a strength?
Turning Mutts into “Unique Breeds”
The idea was born: every shelter dog would no longer be called a “mutt.” Instead, each would be rebranded as a “unique breed.”
The creative magic came from a talented team:
- Art Director/Illustrator: Héctor Acuña
- Creatives: Sergio Chinchilla and Diego Vásquez
- Designers: Natalia Milner and Manuel Méndez
- Photography: Alex Zúniga
- Music: Andrew Bird’s Useless Creatures set the tone
- Backed by the broader production and media teams at Garnier/BBDO
Together, they envisioned each dog as a unique and unique specimen. Out of this came whimsical, unforgettable breed names:
- Shaggy Shepherd Dachspaniel
- Eye-Patched Australian Dalmapointer
- Chihuacocker Cuasiweiler (a posthumous tribute to Remberto, a beloved resident dog).
Each name told a story. Each dog gained an identity. Suddenly, these animals weren’t “nobody’s dogs”—they were somebody’s once-in-a-lifetime dog.
Bringing Them Into the Spotlight
The campaign didn’t stop at names. Territorio de Zaguates placed these dogs in spaces that had historically excluded them: dog shows, fairs, and even TV programmes usually reserved for purebred champions. They appeared in illustrations, studio portraits, exhibitions, and social media campaigns, turning every platform into a stage to celebrate uniqueness.
The strategy worked because it flipped the script: instead of apologising for being mixed, the dogs celebrated it.
The Impact
The results were nothing short of extraordinary:
- In just 45 days, adoptions skyrocketed by 1,400%.
- Monthly adoptions leapt from 10 to 150, cutting the shelter population by 35%.
- Social media exploded with more than 510,000 interactions—454,884 likes, 45,081 comments, and 10,582 shares.
- The campaign earned $457,000 USD in media value, drawing sponsorships that covered all shelter expenses and ensured long-term sustainability.
But more than the numbers, it was the shift in perception that mattered. People began to see mixed-breed dogs not as lesser, but as living proof of uniqueness, resilience, and beauty.
Recognition
At the 2013 Cannes Lions International Festival of Creativity, the world took notice.
- The campaign won a Silver Lion in Public Health and Safety, Public Interest Messaging, Promo and Activations.
- It also won a Bronze Lion for Best Integrated PR-Driven Campaign.
For a local shelter in Costa Rica, it was a global validation: creativity can change lives—not just human lives, but canine ones too.
A Legacy Beyond Awards
The “Unique Breeds” campaign became more than an ad—it was a cultural shift. It honoured the individuality of every stray, gave them dignity, and turned stigma into celebration. Even today, it stands as a shining example of how storytelling, creativity, and compassion can come together to rewrite narratives and save lives.
After all, when you adopt a dog from Territorio de Zaguates, you’re not just bringing home a pet.
You’re bringing home the only one of its kind in the world.
