Title | BLACK DOG SYNDROME |
Brand | CARE |
Product / Service | SOCIAL PROBLEM AWARENESS |
Category | A01. Artist in Partnership with a Brand or a Cause |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
JEREMY CRAIGEN | INNOCEAN WORLDWIDE | Global CCO |
KI YOUNG KIM | INNOCEAN | Executive Creative Director |
CHO HYUN JUNG | INNOCEAN WORLDWIDE | GL5 |
YU JIN LEE | INNOCEAN WORLDWIDE | GL2 |
KIM SO EUN | INNOCEAN WORLDWIDE | GL3 |
KANG SUK KYUNG | INNOCEAN WORLDWIDE | GL3 |
LEE MOON HWI | INNOCEAN WORLDWIDE | GL3 |
JANG JAE HEE | INNOCEAN WORLDWIDE | GL3 |
LEE SUNG HUN | INNOCEAN WORLDWIDE | GL3 |
LEE JI MIN | INNOCEAN WORLDWIDE | GL3 |
WOO SEOK SHIN | DOLPHINERS | Director |
JONG HO BAEK | DOLPHINERS | PD |
We wished for the people who had stereotypes against black dogs to actualize and realize that they too were part of the stereotype. Through this film content we provided them with a chance to face the uncomfortable truth lurking underneath their consciousness.
The first content film was released on our Facebook page, and through the official Youtube channel, on March 30th. We had no intention of executing additional media adverts initially, but having observed the reaction to the video, we had no choice but to execute the campaign on OOH media.
The animal rights activism group CARE’s official Youtube and Facebook page, the content film racked up 8600 views, as well as 655 shares and 434 comments from the lovers of black dogs. It’s also been introduced in Korea’s major TV station, SBS.
We tried to bring to light the issue of Black Dog Syndrome, where dogs were unfairly treated based on their color. We connected the story to that of our own, with a storytelling and music that were compelling, so people would be inclined to start a buzz themselves and talk about the issue on hand voluntarily.
We set our target market as the people in their twenties and thirties who use mobile devices and internet heavily. Instead of traditional TVC, we chose Youtube and Facebook as the medium to deliver the message in.