Jung S. Hahn
Copywriter at Cheil Worldwide
Korea, Coréia do Sul
TituloHood House
Agência
Campanha Hood House
Anunciante Emart
Marca Molly's Pet Shop
Data da primeira Transmissão/Publicação 2017 / 12
Sector Empresarial Comida para animais, produtos e serviços para o cuidado de animais domésticos
Legenda Stray cat, winter, house, recycle
História Over the last decade in South Korea, the number of house cats kept as pets has steadily increased. At same time the number of stray cats has also increased, but due to a lack of public awareness regarding animal homelessness, there is very little public support to help these animals. To raise awareness, and promote positive interaction between people and homeless animals, Molly’s Pet Shop, an E-mart pet shop brand in South Korea first collected clothing donations from the public and local Goodwill stores. Then, the clothing was recycled and remade into portable cat shelters called Hood Houses. 2,000 Hood Houses were manufactured and given away to customers who voluntarily bought food for stray cats during a two-week period in December, 2017, at all Molly’s Pet Shop locations in South Korea.
Filosofia What if we could recycle warm winter
clothes and create safe shelters for cats? Inspired by the hooded shape of igloos, hoods were collected through donations, and recycled into warm, hooded shelters, called Hood Houses.
Problema Stray cats often go to extreme lengths
just to find warm shelter during the winter. Recently in South Korea, this has become a growing social problem, as these cats can damage public and private property, get hurt and are even sometimes abused by people.
Resultado The campaign successfully gave away all 2,000 Hood House units within two week period, and received large amounts of positive feedback, as well as getting attention across social media, news outlets, magazines, TV programs, and celebrities. More importantly, the campaign was able to give over 2,000 stray cats safe and warm shelter for the winter. Also, the sales of the cat food brand that was used in the campaign, increased by more than 100 times compared to a year earlier.
Tipo de Mídia Produtos promocionais
Comprimento
Trilha sonora Hood House Song
Director executivo criativo
Director criativo
Director de arte
Director de arte
Director de arte
Director de arte
Copywriter
Copywriter
Director de contas
Executivo de contas
Executivo de contas
Assistant Account Executive
Executivo de contas
Executivo de contas
Media Buy
Media Buy
Produtor da agência
Redator
Realizador
Director de fotografia
Assistant Producer
Product Designer
Product Designer
Compositor
Compositor
Head of 2D
Designer gráfico
Designer gráfico
Fotógrafo

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