HOME FOR HOPE

Bronze Spike

Case Film

Presentation Board

TitleHOME FOR HOPE
BrandSAVE OUR STREET DOGS (SOSD)
Product / ServicePET ADOPTION PROGRAM
CategoryC01. Brand Environments
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency DDB GROUP SINGAPORE, SINGAPORE
Production Company FREEFLOW PRODUCTIONS SINGAPORE, SINGAPORE

Credits

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

Brief Explanation

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.

The Brief

Independent animal shelters Save our Street Dogs and Animal Lovers League needed a campaign to provide mass exposure to the idea of pet adoption.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.