Territorio De Zaguates: #Leydemierda (#Shitlaw)

Credits & Description:

Titile: #Leydemierda (Leydemierda) / Shit Law (#Shitlaw)
Agency: Garnier Bbdo Comunidad
Brand: Territorio De Zaguates
Country: Costa Rica
Advertising Agency: Garnier Bbdo Comunidad, San José
Entrant Company: Garnier Bbdo Comunidad, San José
Media Agency: Garnier Bbdo Comunidad, San José
Pr Agency: Garnier Bbdo Comunidad, San José
Production Company: Garnier Bbdo Comunidad, San José
Copywriter: Alejandro Aguilar (Garnierbbdo)
Designer: Diego Campos (Garnierbbdo)
Designer: Federico Mora (Garnierbbdo)
Chief Production Officer: Tomas Jankovich (Garnierbbdo)
Art Director: Yoshua León (Garnierbbdo)
Community Manager: Manuel Montero (Garnierbbdo)
Media Manager: Maureen Velásquez (Omd Costa Rica)
Traffic Co-ordinator: Rodolfo Cerdas (Garnierbbdo)
Producer: Walter Benavides (Garnierbbdo)
Community Manager: Adriana Oreamuno (Garnierbbdo)
Media Manager: Hugo Beltrán (Omd Costa Rica)
Designer: Marco Pérez (Garnierbbdo)
Copywriter: José Miguel Cambronero (Garnierbbdo)
Chief Creative Officer: Manuel Travisany (Garnierbbdo)
Creative Director: Sergio Chinchilla (Garnierbbdo)
Graphic Producer: Wady Calvo (Garnierbbdo)
Agency Producer: Zhamira Alvarado (Garnierbbdo)
Creative Team: Alexandra Chavarría (Garnierbbdo)
Digital Director: Lucas Fernández (Garnierbbdo)
Designer: Natalia Milner (Garnierbbdo)
Pr Co-ordinator: Sarah Beirute (Garnierbbdo)
Photographer: Alex Zúñiga (Alex Zúñiga Photography)
Traffic Director: Kattia Benavides (Garnierbbdo)
Post Production: La Sala Post (La Sala Post)
Production Company: Luzmarina (Luzmarina)
Pr Co-ordinator: Raquel Ramírez (Garnierbbdo)
Creative Director: Alan Carmona (Garnierbbdo)
Production Company: Emotions (Emotions)
Producer: Jimena Garnier (Garnierbbdo)
Campaign Description:
A law that does not punish anyone who’s capable of breaking a toucan’s beak, poisoning dogs, organizing fights, or abusing animals in any way, is a law that’s only good for one thing…To demonstrate how useless the current law is, we printed it on thousands of pet "poop bags”. Each with this simple instruction: The current animal welfare law is only good for one thing. Pick up your pet waste. Take a picture or video. And share it on your social networks with the hashtag #LeyDeMierda (#ShitLaw).
Brief with projected outcomes:
There's only restrictions for the Healthcare/RX/Pharma products. All the communication must have the approval of the Ministry of Health.
Outcome:
All the pressure generated, finally led to an historic consensus between the 9 parties that form the Congress, allowing the text that reforms our law to be unanimously approved, and all who abuse animals in any way, to be punished by law.More than 117.000 pieces of content generated using the hashtag.More than $510.000 of PR Value.
Execution:
The bags were distributed between February and March 2016, the exact period where Congress discusses law projects viability.The campaign became a viral success since day one: people, charities and celebrities, the bags were in the hands of all that demanded a proper law that would make animal cruelty punishable.News and tv shows, blogs and radio stations turned the bags into the cause’s symbol. And animal cruelty into a national debate. At this point of the campaign, even politicians from different parties used the bags to generate pressure within Congress.
Synopsis:
It’s hard to believe that a country as green as Costa Rica, has an Animal Welfare Law which does not punish those who abuse, mistreat or kill animals. A reform project to amend it has been proposed, but has been stuck in Congress for the past five years.For Territorio de Zaguates (Mutt Territory), the country’s largest dog shelter, the situation could no longer stay the same. They pushed for a movement to change the legislation, and see that whomever commits those crimes, is sentenced with jail.
Strategy:
The bags were given away for free in veterinary clinics, parks, refuges, and the country’s largest pet shop chain. All spaces frequented by animal lovers, a target that would no doubt participate in the initiative, and listed on the campaign’s official site.The bags were also sent to social media opinion leaders and public figures that we knew would gladly join the cause.Additionally the buzz generated on social and media, led other commerce, universities and event organizers to contact Territorio de Zaguates and collaborate with the distribution of bags.