WHEN I’M GONE

VERTI

INITIAL CHALLENGE

Verti, a well-known but little-regarded brand, needed to connect with society through emotion.

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STRATEGIC REFRAMING

We wanted to deal with a social strain, the loneliness of our elderly, but in a different way, from the point of view of their pets, who keep them so much company. And in this way, we wanted to get away from the stereotype of the elderly person who lives alone, to put the focus on their pets at risk of abandonment, generating an active and mobilising emotivity instead of a passive emotivity.

THE IDEA

We created the adoptaresmashumano.es initiative together with the protective association “Salvando Peludos” to promote responsible adoption and give these pets a new home. To publicise the initiative, we launched a spot that invites people to reflect on the bond that older people share with their pets and how they feel when they think about what will happen to them in the future.