Title | HOME FOR HOPE |
Brand | SAVE OUR STREET DOGS (SOSD) |
Product / Service | PET ADOPTION PROGRAM |
Category | C01. Brand Environments |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Entrant Company | DDB GROUP SINGAPORE, SINGAPORE |
Advertising Agency | DDB GROUP SINGAPORE, SINGAPORE |
Production Company | FREEFLOW PRODUCTIONS SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Neil Johnson | DDB Group Singapore | Chief Creative Officer |
Joji Jacob | DDB Group Singapore | Group Executive Creative Director |
Ed Cheong | DDB Group Singapore | Creative Director |
Cheng Shu Yau | DDB Group Singapore | Creative Group Head |
Kenneth Chia | DDB Group Singapore | Senior Copywriter |
Chew Huichin | DDB Group Singapore | Copywriter |
Joseph Chan | DDB Group Singapore | Senior Art Director |
Pearle Goh | DDB Group Singapore | Art Director |
Jovan Peh | DDB Group Singapore | Art Director |
Antonio Valentino | DDB Group Singapore | Project Manager |
Yeo Wee Lee | DDB Group Singapore | Head Of Technology |
Arie Ganapathi | DDB Group Singapore | Lead Technologist |
Alfred Lee | DDB Group Singapore | Web Developer |
Gavin Tai | DDB Group Singapore | Content Engineer |
Kanthasamy Kantharuban | Freeflow Productions | Technologist |
Alan Cai | Freeflow Productions | Film Director |
Numbering in hundreds, it is hard to find homes for homeless dogs by simply relying on animal shelters’ social media groups. As many fans are already pet owners, and do not have the capacity to adopt more. At the same time, shelters do not have the budget to broadcast their message beyond their existing fan base.
Independent animal shelters Save our Street Dogs and Animal Lovers League needed a campaign to provide mass exposure to the idea of pet adoption.
The strategy was to turn home furnishing shoppers into potential pet adopters, gaining recognition and consideration while they were in the mindset of completing their homes. To achieve this, we assimilated homeless dogs into home-like spatial design of showrooms. Actual homeless dogs that were ready to be rehomed were photographed; life-sized standees of them were created. Thereafter, we collaborated with store designers of Ikea to pick and plan the best ways to fit these standees into the showroom sets.
The humble project drew worldwide attention. Earned media from around the world helped to shine a spotlight on the cause. A project that begun in Singapore has led to animal advocates in USA, Brazil, Poland and others clamouring for Ikea in their respective countries to adopt the project. The animal shelter received enquiries from as far as Finland. Most importantly, beyond thousands of likes and encouraging comments, within a month of launch, eight dogs have found homes.