{"id":8273,"date":"2025-08-29T17:57:17","date_gmt":"2025-08-29T12:27:17","guid":{"rendered":"https:\/\/onlykutts.com\/?p=8273"},"modified":"2025-08-29T17:57:19","modified_gmt":"2025-08-29T12:27:19","slug":"great-campaigns-territorio-de-zaguates-unique-breeds","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2025\/08\/29\/great-campaigns-territorio-de-zaguates-unique-breeds\/","title":{"rendered":"Great Campaigns: Territorio de Zaguates &#8211; Unique Breeds"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\">The Story of \u201cUnique Breeds\u201d: How Costa Rica Fell in Love with Its Mutts<\/h4>\n\n\n\n<p>In the rolling hills of Costa Rica lies Territorio de Zaguates\u2014the \u201cLand of the Strays.\u201d Founded by animal lovers Lya Battle and \u00c1lvaro Saumet, it had become the country\u2019s 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 \u201czaguates\u201d were viewed as second-class. For most families, they were not the first choice for adoption.<\/p>\n\n\n\n<p>The shelter needed more than food and funds\u2014it needed a change in mindset.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2025\/08\/Territorio-de-Zaguates--1024x683.avif\" alt=\"\" class=\"wp-image-8277\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2025\/08\/Territorio-de-Zaguates--1024x683.avif 1024w, https:\/\/onlykutts.com\/wp-content\/uploads\/2025\/08\/Territorio-de-Zaguates--300x200.avif 300w, https:\/\/onlykutts.com\/wp-content\/uploads\/2025\/08\/Territorio-de-Zaguates--768x512.avif 768w, https:\/\/onlykutts.com\/wp-content\/uploads\/2025\/08\/Territorio-de-Zaguates--1536x1024.avif 1536w, https:\/\/onlykutts.com\/wp-content\/uploads\/2025\/08\/Territorio-de-Zaguates--2048x1365.avif 2048w, https:\/\/onlykutts.com\/wp-content\/uploads\/2025\/08\/Territorio-de-Zaguates--1920x1280.avif 1920w, https:\/\/onlykutts.com\/wp-content\/uploads\/2025\/08\/Territorio-de-Zaguates--600x400.avif 600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>That\u2019s where Garnier\/BBDO in San Jos\u00e9 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.<\/p>\n\n\n\n<p>They asked a simple but profound question: <em>What if being mixed wasn\u2019t a weakness, but a strength?<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Turning Mutts into \u201cUnique Breeds\u201d<\/h3>\n\n\n\n<p>The idea was born: every shelter dog would no longer be called a \u201cmutt.\u201d Instead, each would be rebranded as a <strong>\u201cunique breed.\u201d<\/strong><\/p>\n\n\n\n<p>The creative magic came from a talented team:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Art Director\/Illustrator: H\u00e9ctor Acu\u00f1a<\/li>\n\n\n\n<li>Creatives: Sergio Chinchilla and Diego V\u00e1squez<\/li>\n\n\n\n<li>Designers: Natalia Milner and Manuel M\u00e9ndez<\/li>\n\n\n\n<li>Photography: Alex Z\u00faniga<\/li>\n\n\n\n<li>Music: Andrew Bird\u2019s <em>Useless Creatures<\/em> set the tone<\/li>\n\n\n\n<li>Backed by the broader production and media teams at Garnier\/BBDO<\/li>\n<\/ul>\n\n\n\n<p>Together, they envisioned each dog as a unique and unique specimen. Out of this came whimsical, unforgettable breed names:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Shaggy Shepherd Dachspaniel<\/em><\/li>\n\n\n\n<li><em>Eye-Patched Australian Dalmapointer<\/em><\/li>\n\n\n\n<li><em>Chihuacocker Cuasiweiler<\/em> (a posthumous tribute to Remberto, a beloved resident dog).<\/li>\n<\/ul>\n\n\n\n<p>Each name told a story. Each dog gained an identity. Suddenly, these animals weren\u2019t \u201cnobody\u2019s dogs\u201d\u2014they were <em>somebody\u2019s once-in-a-lifetime dog.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Great Advertisments - Territorio de Zaguates - Unique Breeds\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/ofAmA0MRqxA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Bringing Them Into the Spotlight<\/h3>\n\n\n\n<p>The campaign didn\u2019t 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.<\/p>\n\n\n\n<p>The strategy worked because it flipped the script: instead of apologising for being mixed, the dogs <em>celebrated it.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">The Impact<\/h3>\n\n\n\n<p>The results were nothing short of extraordinary:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In just <strong>45 days<\/strong>, adoptions skyrocketed by <strong>1,400%<\/strong>.<\/li>\n\n\n\n<li>Monthly adoptions leapt from <strong>10 to 150<\/strong>, cutting the shelter population by <strong>35%<\/strong>.<\/li>\n\n\n\n<li>Social media exploded with more than <strong>510,000 interactions<\/strong>\u2014454,884 likes, 45,081 comments, and 10,582 shares.<\/li>\n\n\n\n<li>The campaign earned <strong>$457,000 USD in media value<\/strong>, drawing sponsorships that covered all shelter expenses and ensured long-term sustainability.<\/li>\n<\/ul>\n\n\n\n<p>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.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Recognition<\/h3>\n\n\n\n<p>At the <strong>2013 Cannes Lions International Festival of Creativity<\/strong>, the world took notice.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The campaign won a <strong>Silver Lion<\/strong> in Public Health and Safety, Public Interest Messaging, Promo and Activations.<\/li>\n\n\n\n<li>It also <span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">won a&nbsp;<strong>Bronze Lion<\/strong>&nbsp;for Best Integrated PR-Driven<\/span> Campaign.<\/li>\n<\/ul>\n\n\n\n<p>For a local shelter in Costa Rica, it was a global validation: creativity can change lives\u2014not just human lives, but canine ones too.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">A Legacy Beyond Awards<\/h3>\n\n\n\n<p>The \u201cUnique Breeds\u201d campaign became more than an ad\u2014it 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.<\/p>\n\n\n\n<p>After all, when you adopt a dog from Territorio de Zaguates, you\u2019re not just bringing home a pet.<br>You\u2019re bringing home the only one of its kind in the world.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>\u201cUnique Breeds\u201d was more than an ad\u2014it changed culture. It gave each stray dignity and converted shame into delight.<\/p>\n","protected":false},"author":1,"featured_media":8276,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,10],"tags":[2178,2179],"class_list":["post-8273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-marketing","tag-territorio-de-zaguates","tag-unique-breeds"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Great Campaigns: Territorio de Zaguates - Unique Breeds<\/title>\n<meta name=\"description\" content=\"Discover how Territorio de Zaguates\u2019 \u201cUnique Breeds\u201d campaign turned mutts into unique stars, boosting adoptions by 1,400% and winning Cannes Lions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2025\/08\/29\/great-campaigns-territorio-de-zaguates-unique-breeds\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Great Campaigns: Territorio de Zaguates - Unique Breeds\" \/>\n<meta property=\"og:description\" content=\"Discover how Territorio de Zaguates\u2019 \u201cUnique Breeds\u201d campaign turned mutts into unique stars, boosting adoptions by 1,400% and winning Cannes Lions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2025\/08\/29\/great-campaigns-territorio-de-zaguates-unique-breeds\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-29T12:27:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-29T12:27:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2025\/08\/Territorio-de-Zaguates-Unique-Breeds.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"855\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2025\\\/08\\\/29\\\/great-campaigns-territorio-de-zaguates-unique-breeds\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2025\\\/08\\\/29\\\/great-campaigns-territorio-de-zaguates-unique-breeds\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Great Campaigns: Territorio de Zaguates &#8211; 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