Title | DON'T ABANDON YOUR FAMILY |
Brand | KOREAN ANIMAL WELFARE ASSOCIATION |
Product / Service | ANIMAL CHARITY |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency: | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Hye Jin Won | Innocean Worldwide | Creative Director |
Ho Young Kim | Innocean Worldwide | Copy Writer |
Dong Jin Kim | Innocean Worldwide | Art Director |
Hyo Sung Jung | Innocean Worldwide | Art Director |
Minhae Kim | Innocean Worldwide | Copy Writer |
Bum Su Park | Innocean Worldwide | Producer |
Sung Ryong Lim | Innocean Worldwide | Art Director |
Mun Jae Won | Innocean Worldwide | Copy Writer |
Jae Seok Lee | Innocean Worldwide | Art Director |
Donald Yong | Donald Syrup | Director |
Tong Ho Yu | Egg | Producer |
Ho Chul Ju | Audio Lab | Sound Design/Arrangement |
Dae Won Kim | D.o | Editor |
Jin Won Kim | Lighting | |
Woo Jin Jung | Giantstep | Post Production |
Shin Ho Park | D.o.p |
With spontaneously participated, the film had been shares in lots of SNS and portal sites. About 1,000.000 time Like, Hit, and Shared recorded. After the film has become famous, Korea’s No.1 portal site ‘NAVER’ introduced the campaign and we gathered way better achievement without any farther campaign activity. Total donation budget was 35% bigger than we expected. As a result, more than 30% of registered members of KOREAN ANIMAL WELFARE ASSOCIATION and 20% of regular donations have been increased.
To change people's mind, we made a shocking viral film of a mother abandoning her child on the road. Through the film, we have delivered a strong message that dumping a dog is the same as dumping their child, and it can never be justified. We used the Internet sites, SNS, and Youtube so this film can be spread out widely. The Film had been spread out fast with watchers’ attention. By the time the film became an issue, we started donation activity for abandoned dogs.
Recently in Korea, the number of dog owners has strikingly increased, and ironically the number of abandoned dogs has also increased. Every year, 100,000 dogs being dumped and those dogs are dying from various diseases, roadkill or euthanasia. We thought the biggest problem was that people think a dog, not as a member of family, but just a ‘thing’ that they could just throw away when they don’t need it. So, we decide to change people’s mind.