Costa Rica
Garnier BBDO
Zaguate Territory
The Little Prince Zaguate Edition
With the help of one of the most iconic books, “The Little Prince” by Antoine de Saint Exupéry, this campaign seeks to generate a cultural change regarding the negative perception that exists when adopting non-breed dogs. In Costa Rica it is estimated that there are more than 2 million abandoned dogs, most of which do not have a particular breed and are called in a derogatory way; “zaguates”. To change this, they created “The Little Prince Zaguate Edition”, a special edition of the most read children’s book in Costa Rica and the world, with a subtle but powerful change. They modified only two words throughout the original text, fox for zaguate and meek for adopt, they also changed the meaning of the original narrative giving a new meaning and purpose to the story.