ADOPT ME!

Bronze Spike

Case Film

Presentation Board

TitleADOPT ME!
ClientKOREAN ANIMAL WELFARE ASSOCIATION
Product / ServiceABANDONED DOG ADOPTION CAMPAIGN
CategoryA03. Best Use of Outdoor
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency CHEIL WORLDWIDE Seoul, SOUTH KOREA

Results and Effectiveness

Posters can be found various spots in Seoul. After the campaign, we found out that people's reception was enthusiastic. The campaign attracted great attention to abandoned dogs, and as a result during six months 22% of Korean Animal Welfare Association's animals were adopted. Until the dogs find new homes, adopt Me! project will go on.

Creative Execution

We have tried to apply the environment such as fences for showing bars of the cage and used to show those abandoned dogs as like they are imprisoned. The posters between those bars have clearly attracted the people's mind and let them consider to adopt those pet.

Insights, Strategy and the Idea

We have come up with a way to apply for adoption of abandoned dogs right on the street. Adopt Me! NFC poster, this poster is equipped with a speaker and a NFC chip. People can apply for adoption easily via this NFC chip. Tag your smart phone on the NFC chip, access to the adoption website and apply!

Credits

Name Company Position
Keetae Ryu Cheil Worldwide Junior Art Director
Seongphil Hwang Cheil Worldwide Junior Art Director
Kakyoun Park Cheil Worldwide Art Director
Thomas Hongtack Kim Cheil Worldwide Executive Creative Director
Jeongkeun Yoo Cheil Worldwide Chief Creative Officer