HOME FOR HOPE by DDB Singapore for SAVE OUR STREET DOGS (SOSD)

HOME FOR HOPE

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Industry Environmental & Animal Issues
Media Ambient, Case study
Market Singapore
Agency DDB Singapore
Production Freeflow Productions
Released February 2014

Awards

Spikes Asia, 2014
Outdoor AMBIENT: NON-STANDARD INDOOR ADVERTISING Silver Spike
Design BRAND ENVIRONMENT: BRAND ENVIRONMENTS Bronze Spike
Media PRODUCT/SERVICE: FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS Bronze Spike
Direct USE OF DIRECT MARKETING: AMBIENT MEDIA: SMALL SCALE (INCL. PREMIUMS AND GIVEAWAYS) Bronze Spike

Credits & Description

CLIENT SAVE OUR STREET DOGS (SOSD)
PRODUCT PET ADOPTION PROGRAM
ENTRANT DDB GROUP SINGAPORE, SINGAPORE
TYPE OF ENTRY BRAND ENVIRONMENT
CATEGORY BRAND ENVIRONMENTS
TITLE HOME FOR HOPE
PRODUCT/SERVICE PET ADOPTION PROGRAM
ENTRANT COMPANY : DDB GROUP SINGAPORE, SINGAPORE
ADVERTISING AGENCY : DDB GROUP SINGAPORE, SINGAPORE
PRODUCTION COMPANY : FREEFLOW PRODUCTIONS SINGAPORE, SINGAPORE
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 CONTENT ENGINEER
KANTHASAMY KANTHARUBAN DDB GROUP SINGAPORE 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.
Describe the brief from the client:
Independent animal shelters Save our Street Dogs and Animal Lovers League needed a campaign to provide mass exposure to the idea of pet adoption.
Description of how you arrived at the final design:
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.