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How Purina Brasil Used Heat-Reactive Ink to Protect Pets in 2024
Salve as Patinhas, or Save the Paws, is a 2024 integrated campaign created by Publicis Brasil for Purina Brasil, a brand owned by Nestlé Brasil, that deployed heat-reactive ink on warning posters across Greater São Paulo to alert pet owners when pavement temperatures posed a danger to their dogs during Brazil's intensifying heatwave season.
Launched on 28 May 2024, the campaign responds directly to the extreme heat events that struck Brazil in 2023 and 2024, when surface temperatures in urban areas reached levels capable of burning animal paws within seconds. Purina Brasil, whose stated mission is to help owners give dogs and cats a longer, healthier, and happier life, according to Purina Com Br, identified a practical gap in public awareness: most pet owners had no reliable way to assess, in real time, whether the pavement beneath their feet was safe for a walk. The campaign closes that gap with a medium that is itself the message. Thermosensitive markings placed on streets, parks, and avenues across Greater São Paulo change colour, turning visibly red, at approximately 27°C — a threshold at which pavement surface temperatures can reach approximately 52°C, according to reporting from Publicis Com Br and Clubedecriacao Com Br. At that point, the poster becomes an unmissable signal rather than a piece of communication that must be read and interpreted.
A QR code printed on each installation connects pet owners directly to weather-report notifications, delivering ongoing alerts about conditions unsuitable for dog walks in their area. The campaign operated in Brazil as an integrated activation — combining ambient outdoor execution with a digital alert layer — and earned a Clapboard Score of 74 out of 100, reflecting strong creative craft and contextual relevance within the pets category.
Purina Brasil occupies a distinctive position in the Brazilian pet-care market, where the intersection of rapidly growing pet ownership and increasingly severe urban heat created a timely consumer insight. Brazil's major cities, including São Paulo, regularly record surface temperatures that far exceed ambient air temperatures during summer months, exposing a genuine and under-communicated risk for pet owners who walk their animals without access to professional veterinary guidance.
The strategic rationale for Salve as Patinhas rests on Purina's brand platform of promoting a healthy bond between pets and their owners. Rather than communicating that message abstractly, Publicis Brasil translated it into a functional public utility — a poster that does the thinking for a distracted or uninformed owner. This approach is consistent with the broader category trend toward purpose-driven FMCG advertising, but it grounds that purpose in a hyper-local Brazilian reality. The global pet food, treats, and other pet products market reached retail sales of approximately 200 billion US dollars in 2024, with year-over-year growth of around one point six percent, according to Pet Food Industry. Within that global context, Latin American markets represent an emerging growth corridor, with the therapeutic pet diets segment in the region valued at approximately 337.8 million US dollars, according to Mordor Intelligence.
Purina's principal competitor, Mars Petcare, holds a global pet-food market share of approximately 21.7 percent, according to the Global Pet Index, while Nestlé Purina competes directly for category leadership across premium and performance segments. In Brazil specifically, the premium positioning that both Mars and Nestlé Purina pursue is increasingly supported by campaigns that address owner responsibility and pet wellbeing rather than product attributes alone. Salve as Patinhas fits that competitive logic precisely — it strengthens Purina's authority on pet health without naming a single product.
Salve as Patinhas is built on a single, arrestingly simple creative idea: make the warning medium change state at the exact moment the warning becomes necessary. The heat-reactive ink used on the campaign's outdoor posters requires no explanation, no copy to read, and no prior knowledge of paw-burn thresholds. When ambient conditions push surface temperatures toward danger, the poster turns red.
The campaign was developed by a full creative team at Publicis Brasil. Creative direction was shared across Laura Azevedo, Arturo Marenda, and Leandro Pinheiro, with associate creative direction by Leandro Hermann, according to Clapboard's production records. Art direction was handled by Carolina Marques, Vinicius Montes, and Mateus Moraes, with copy by James Döring and Daniel Bensusan. Business direction was led by Laura Melo, strategy direction by Ileana Milan, and media direction by Aline Brazoloto, all per Clapboard's documented credits. The depth of that team is visible in the campaign's layered execution: the ambient outdoor installation anchors the idea in physical space, while the QR-code weather alert extends it into the digital behaviours of a smartphone-native Brazilian audience.
The choice of thermosensitive or thermochromic ink as a production material is not merely a novelty. It performs a logical function — translating an invisible environmental variable, surface heat, into a colour-state change that any passerby can interpret without instruction. The posters were placed in parks, streets, and avenues across Greater São Paulo, the locations where dog-walking behaviour is most concentrated and where pavement heat is most acute due to urban density and hard-surface coverage. Additional activations, documented by publicis.com.br and clubedecriacao.com.br, extended the campaign's physical presence across the city, reinforcing the message at multiple points in the typical pet-owner's daily route. The integration of ambient and digital components — poster plus QR alert — demonstrates a production logic that treats the medium and the message as continuous rather than separate.
No independently verified commercial performance data for the Salve as Patinhas campaign, such as sales uplift, brand tracking shifts, or media reach figures, is publicly available at the time of writing. What the public record does confirm is the campaign's creative reception and its structural effectiveness as a piece of communication design.
Salve as Patinhas earned a Clapboard Score of 74 out of 100. That score reflects the platform's editorial assessment of creative craft, strategic coherence, and contextual relevance — it is not a measure of business effectiveness. A score of 74 places the campaign in the upper-mid tier of Clapboard's archive, indicating work that executes its central idea with clarity and discipline, even if it does not reach the threshold of genuine formal innovation. The campaign's principal structural strength is the alignment between medium, message, and moment. The poster does not describe a problem; it instantiates it. When the ink turns red, the communication is complete without a word being processed. That economy of means is difficult to achieve in ambient advertising and accounts for much of the creative score.
The QR-code weather alert component adds measurable digital utility to an otherwise analogue activation, creating a pathway from a moment of outdoor awareness to a sustained behaviour-change tool for pet owners in Brazil. The campaign's award trajectory, as documented by clubedecriacao.com.br and publicis.com.br, reflects recognition within the Brazilian creative industry, further substantiating its standing as a well-regarded piece of integrated craft in the pets and FMCG category for 2024.
Salve as Patinhas, meaning Save the Paws, is a 2024 integrated campaign created by Publicis Brasil for Purina Brasil. It deployed heat-reactive ink on outdoor posters across Greater São Paulo to warn pet owners when pavement temperatures were unsafe for dog walks, pairing each installation with a QR code linking to real-time weather alerts.
The thermosensitive ink on the campaign's warning posters changes colour, turning visibly red, at approximately 27°C. At that ambient threshold, pavement surface temperatures can reach approximately 52°C, according to publicis.com.br and clubedecriacao.com.br — hot enough to burn a dog's paws during a walk, making the poster a live, real-time safety signal.
Publicis Brasil created Salve as Patinhas for Purina Brasil, a Nestlé Brasil brand. Creative directors were Laura Azevedo, Arturo Marenda, and Leandro Pinheiro, per Clapboard's production records. The team also included associate creative director Leandro Hermann, art directors Carolina Marques and Vinicius Montes, and copywriters James Döring and Daniel Bensusan.
The campaign launched on 28 May 2024 in Brazil. Thermosensitive posters were placed on streets, parks, and avenues across Greater São Paulo, targeting the high-density urban areas where dog-walking behaviour is most concentrated and where hard-surface pavement heat poses the greatest risk to pets during Brazil's heatwave season.
Salve as Patinhas received a Clapboard Score of 74 out of 100. This editorial score reflects creative craft, strategic coherence, and contextual relevance within Clapboard's archive — it is not a measure of commercial effectiveness. The score places the campaign in the upper-mid tier, recognising its precise alignment between medium, message, and environmental moment.
Brazil experienced severe heatwaves in 2023 and 2024, pushing urban pavement temperatures to levels dangerous for animal paws. Purina Brasil identified that most pet owners lacked a real-time way to assess walking conditions. The Save the Paws campaign filled that gap by turning a physical poster into a functional, temperature-triggered safety alert for dog owners across Greater São Paulo.
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