Brief Explanation

Hood House is a lightweight, portable shelter for individual stray cats that includes a handle for quick transport, with campaign objectives printed directly on the exterior. The shelter can be placed anywhere outdoors, taking very little space, and can be moved or relocated without much effort. Because of its compact and portable design, it is able to leverage the use of public spaces in urban areas, typically urban neighborhoods where there tends to be higher numbers of stray cats. More than 2,000 Hood House units were given away for free to volunteers, who then set up the shelters around various locations throughout the country.

Execution

The idea was to create a product campaign through innovative design that could: a) raise public awareness of animal homelessness among existing Molly’s Pet Shop customers and the general public so that more people would get involved in helping out their communities, and b) produce measurable and meaningful results by increasing sales, and providing winter shelters for over 2,000 individual stray cats in South Korea. The idea for the product came from the hooded shape of igloos and the type of insulation that they create. As for the design, we decided on upcycling hoods from donated down jackets as this would be a more practical, creative, and cost effective use of materials. Designed to be easy to transport and install, the Hood House base structure also includes insulated bowls for food and water so that the food/water doesn’t freeze in extreme weather, and can be placed practically anywhere outside.