RELIEF PET HOUSE

Silver Spike

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TitleRELIEF PET HOUSE
BrandJSPCA
Product / ServiceRELIEF PET HOUSE
CategoryA01. Mailings
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company:HAKUHODO Tokyo, JAPAN
DM/Advertising Agency:HAKUHODO Tokyo, JAPAN

Credits

Name Company Position
Tomoshi Saida Hakuhodo Inc. Executive Creative Director
Katsuhiko Suzuki Hakuhodo Inc. Art Director
Keiichi Sasaki Hakuhodo Inc. Copywriter
Ami Nakaya Hakuhodo Inc. Designer
Takayoshi Hase Hakuhodo Inc. Account Director
Hirofumi Nobuta Hakuhodo Product's Agency Producer/Producer
Yuki Saito Freelance Director
Yasuhiro Motobe Hakuhodo Product's Production Manager
Tatsuro Warikata Hakuhodo Product's Offline Editor
Hisako Sudo Hakuhodo Product's Photographic Producer
Takahiro Kojima/Kohei Suzuki Hakuhodo Product's Cinematographer
Shinya Imoto Red Hill Post-Production Supervisor
Ryusuke Fukushima/Takanobu Sekiya Red Hill Online Editor/Sound Mixer
Hirotaka Matsuoka P-Camp Music Composer
Hideo Furuya Style Printing Printing Director
Hiroki Tatebayashi Twins Co. Designer
Daisuke Yosumi Lake Edge Nomad Inc. Planner
Fumiaki Sendai Hakuhodo Inc. Executive Manager
Hirotaka Kusanagi Freelance Motion/Graphic Designer
Michael Glenn Freelance Copywriter(English)

The Brief

Brief: In 2011, an unparalleled earthquake struck Japan. The Animal Relief Headquarters struggled with animals remaining in crisis due to humans retaining priority in rescue. Pets had lost their owners and private space. Objective: To immediately provide displaced animals with a safe haven. The target audience: Pets that had lost their owners and private space. Strategy: ‘Direct mail from human to pet’: reuse cardboard boxes, which contained relief goods, as temporary pet houses.

Creative Execution

Creative Execution: We solved the problem despite not being able to send anything except necessary things, such as foods, nor anything for pets to afflicted areas. Shipping relief goods, transforming pet houses and keeping ecology, this box is killing 3 birds with 1 stone.

Describe the creative solution to the brief/objective.

Creative solution: ‘Temporary pet house constructed from DM’ By slightly changing the way they are cut, boxes could be used for shipping and as a pet shelter. Previously disposed of after use, they were now reused to relieve pets’ stress, refuge and allowing pets to live together. Projected response rates: We want to spread it to more than 14 shelters in 14 major cities in afflicted areas. We want to collaborate with more than 20 companies and partners.

Results

The Relief Pet House, cute but functional, was spread much more than we expected. Used in 72 animal shelters for 3,000 pets. 88 companies, NGOs and universities collaborated with us. It became a hot topic in various media. February 2012: Fukushima animal shelter closed down. Services no longer needed. All 329 pets it housed found new homes. The Pet House not only played a role in the shipping of relief goods and reduction of waste, it also gave peace of mind to people who love their pets.