| Заголовок | Hood House |
| Агентство | Cheil Worldwide |
| Кампания | Hood House |
| Рекламодатель | Emart |
| Бренд | Molly's Pet Shop |
| Дата первой трансляции/Публикации | 2017 / 12 |
| Бизнес сектор | Корм для животных, продукты по уходу и услуги для домашних животных |
| Слоган | Stray cat, winter, house, recycle |
| История | 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. |
| философия | 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. |
| Проблема | 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. |
| Результат | 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. |
| Тип медиа | Рекламная продукция |
| Длина | |
| Звуковая дорожка | Hood House Song |
| Исполнительный креативный директор | Kate Hyewon Oh |
| Креативный директор | Marc Mangi Baek |
| Арт-директор | Kim Seontaeck |
| Арт-директор | Joohee Lee |
| Арт-директор | Eunmin Lee |
| Арт-директор | Hyesong Choe |
| Copywriter | Saehyuck Oh |
| Copywriter | Jung S. Hahn |
| Директор рабочей группы клиента | Hoonki Lee |
| Делопроизводитель | Lee Moonhee |
| Делопроизводитель | Hyunjae Shin |
| Ассистент исполнительного руководителя по учетной записи | Kim Sohee |
| Делопроизводитель | Junho Lee |
| Делопроизводитель | Ryu Jinhwa |
| Закупка времени в средствах рекламы | Lee Jinyoung |
| Закупка времени в средствах рекламы | Yoon Seokwon |
| Продюсер агентства | Kim Kyungheon |
| Копирайтер | Edward Crowley |
| Директор | Eunsung Cho |
| Оператор-постановщик | Hangdeok Kim |
| Assistant Producer | Youngjin Kim |
| Product Designer | Seongjin Yi |
| Product Designer | Jungbin Lee |
| Композитор | Kyouhyong Lee |
| Композитор | Jooyeop Kim |
| Head of 2D | Moonyoung Ko |
| Графический дизайнер | Jeongho Cho |
| Графический дизайнер | Woongbee Heo |
| Фотограф | Seungwon Kang |
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- БРЕНД:
- Molly's Pet Shop
- АГЕНТСТВО:
- Cheil Worldwide
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- АГЕНТСТВО:
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