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Creative

Pony Malta's Comedic Campaign Encourages People to Adopt a Dog and Get the Break They Deserve

The ABInBev brand teamed up MullenLowe SSP3 and four leading dog adoption shelters in Colombia to ask people to bring a furry friend into the family

Pony Malta's Comedic Campaign Encourages People to Adopt a Dog and Get the Break They Deserve

ABInBev’s Pony Malta and MullenLowe SSP3 are encouraging people in Colombia to take a break from working from home with their latest campaign, #AdoptABreak.

With thousands of dogs without families, and thousands of people forgetting to take a break while working from home, the ABInBev brand has teamed up with four leading dog adoption shelters in Colombia – Second Changes, Prappic, Corazón and Chandoso Milagrinos – and named over 100 dogs after what people need the most: Break. People are encouraged to visit the website to meet the dogs and bring a furry friend into the family.

“It’s no secret that due to quarantine restrictions, the world has been facing big challenges when working from home/living at work." said Juan Alonso Torres, ABInBev’s Pony Malta marketing director. "People are more connected than ever before with video calls, virtual classes and little time away from their phone. As a popular drink for teens at recess or during college study breaks, taking a break is part of Pony Malta’s heritage, so we wanted to create a movement that would encourage people to take some much-needed time off throughout the working day. We hope that by partnering with these adoption shelters we’ll be able to give some dogs a loving home and provide families with a boost of energy that they may really need right now. We can’t wait to see everyone’s photos out in the park, playing or having a rest with their new little friend."


Carlos Andrés Rodríguez, chief creative officer of MullenLowe SSP3, added: “One of the main reasons people take time away from work or study is to go out and walk the dog, feed them or play with them – it really is the perfect excuse to take a break and get a few minutes reprieve from meetings. We hope #AdoptABreak will encourage people to get the break they deserve while giving a loving animal a new lease on life.”

The campaign is running in Colombia from 24th November through 24th December 2020. Click here more information.

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Client

CLIENT: ABInBev Colombia

BRAND: Pony Malta

Marketing Director ABI: Juan Alonso Torres

Brand Manager ABI: Alejandro Lotta

Agency

AGENCY: MullenLowe SSP3, Bogotá

CEO: Francisco Samper

CCO: Carlos Andrés Rodríguez

COO: Juan Pablo García

CIO: Camilo Plazas

Creative Directors: Diego Alejandro Muñoz / Juan David Pardo

Art Director: Diego López

Copywriter: Manuel Espitia

Account Director: Fabiana Manzi

Account Executive: Olivia Zea

Production Director: Jose Altamar

Producer: Diego Cano

Production

Production Company: Macarena

Director: Juan Pablo Piñeros

Sound: Diego Cáceres

Planning Director: Carolina Mejía

Planner: Laura Torres

Category: Carbonated Drinks , Soft Drinks