According to the World Health Organization, there are an estimated 30 million dogs and cats abandoned in Brazil. All waiting to get adopted. Due to this issue, the country's shelters are overcrowded. Yet, most people still prefer to overpay for an animal than adopting one. To decrease this problem the Priceless Pets project was created by the advertising agency NBS. The idea consists in showing people there's no difference between expensive purebred animals and mixed breed ones.