Advertising and “rehabilitation” campaign for black cats, which superstition tends to associate with misfortune. Participation in a variety of promotions under the name of shelter black cat “Lucky” won 18 prizes in six months, disproving the bad luck story and thus correcting negative perceptions. Additionally, the campaign increased adoption rates among black shelter cats by no less than 95 per cent – also finding a new home for Lucky himself.

João Coutinho: “Black Cats don’t bring luck? Wait until you meet Lucky. A web-driven experience to prove that black cats bring good luck in a funny way. You will want to adopt one of them!”