HOME FOR HOPE

TitleHOME FOR HOPE
BrandSAVE OUR STREET DOGS (SOSD)
Product / ServicePET ADOPTION PROGRAM
CategoryA04. Use of Ambient Media: Small Scale
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
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 Technologist
Kanthasamy Kantharuban Ddb Group Singapore Technologist
Alan Cai Freeflow Productions Film Director

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

On behalf of animal shelters Save our Street Dogs and Animal Lovers League, the campaign aspires to provide 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. 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. Ikea was the ideal setting for this idea, as its megastores attracts thousands of customers, primarily looking for items to furnish their homes. It is the opportune moment to encourage consideration of pet adoption. By assimilating the pet seamlessly into the home-like showroom sets, we were able to spread the cause to anyone with a home. Not just existing pet lovers.