Quatro Patinhas NGO has launched a new campaign called the Priceless Pets Project, which aims to raise awareness of overcrowded animal shelters in Brazil and encourage people to adopt shelter animals rather than overpay for an expensive purebred. Created by NBS (a part of Dentsu Aegis Network), the video shows a pet shop where animals for sale were replaced by animals for adoption. The exchange was unannounced and hidden cameras show how surprised people were to find out that those animals are as beautiful and lovely as the purebred they usually find in pet shops, with the advantage of not having to pay anything.