#ADOPT A SALEM

Everybody loves the most popular black cat of pop culture: Salem, the cat of the young witch, Sabrina. If Salem is very loved, it is not always the case for the other black cats, which are still less adopted than others, due to the old and bad superstitions they inspire to people.

THE IDEA

Make Salem the voice of a movement against the negative perception of black cats.
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@Idokaliii

« I love @NetflixFR’s initiative with #AdopteUnSalem because unfortunately black cats remain the less adopted ones even though they are among the most beautiful cats ❤️ »

The #AdoptASalem campaign aimed to discredit the superstitions and bad beliefs associated with black cats, but above all to make them more friendly and loved.

LAUNCH OF THE MOVEMENT ON SOCIAL MEDIA

We made a video on Netflix’s social channels a few days before the show came out, to make people laugh at superstitions black cats inspire. At the end, this video invited people to publish pictures of their own blackcats with the #AdoptASalem to show how friendly and cute black cats are.

@B_Victoire

« Best. Advertising. Of. The year. Congratulations @NetflixFR to promote the adoption of black cats, who are less adopted than others 🐈 #AdopteUnSalem »

INFLUENCE AMPLIFICATION

We worked with the french influencer Chakeup. For Halloween, she chose to make herself up as a black cat, in reference to Salem, Sabrina’s black cat. She takes this opportunity to talk about the unfortunate superstitions of black cats and reminds us that black cats are nothing more than cute and innocent creatures, like her own cats, which she talks about a lot in her videos.
The campaign has become a social media movement thanks to the #AdoptASalem. The hashtag is still used by fans who post pictures of their black cats on Instagram.

ALLOCINE

« Chilling Adventures of Sabrina: #AdopteUnSalem, the hashtag that federates black cat fans »

AGENCY Dare.Win
CREATIVE DIRECTOR Fabienne Fiorucci
MOTION Daniel Ismaily

AGENCY
Dare.Win
CREATIVE DIRECTOR
Fabienne Fiorucci
MOTION
Daniel Ismaily