The Brief

On behalf of independent animal shelters – Save our Street Dogs and Animal Lovers League, the campaign aspires to provide mass exposure to the idea of pet adoption. Numbering in hundreds, it is hard to find homes for the homeless dogs by simply relying on the shelters’ social media groups. As many fans are already pet owners and do not have the capacity to adopt more.

Creative Execution

Ikea stores are renowned for their home-like showroom sets. Which represents plenty of room for the homeless dogs to fit seamlessly in. The surprising sight of the life-sized standee of a homeless dog in each showroom only added to the realism of a complete home. Moreover, it was in line with Ikea’s vision to create a better everyday life at home.

Describe the creative solution to the brief/objective.

The concept was to assimilate homeless dogs into home-like spatial design of showrooms. To do that, we photographed actual homeless dogs that were ready to be rehomed and created life-sized standees of them. Thereafter, we collaborated with store designers of Ikea to pick and plan the best ways to fit these standees into the showroom sets.

Results

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.