Move Institute: Pet BOx

An anti-consumerism campaign for the animal protection NGO Move Institute. The initiative encourages people who want to have a pet to adopt instead of buying one. With the concept "Don’t buy a friend. Adopt it", the campaign from Neogama critiques and calls attention to the growing pet trade in Brazil. In a commercial center filled with people, cardboard boxes in the shape of cats and dogs were placed as if they were products the client could take home. The intent was to capture the reality of how pets are treated, that they are commercialized and sold like products every year. The reactions of people were filmed to generate content for social media.