The core campaign objective is to raise awareness of animal homelessness, and to promote positive interaction between people and homeless animals. We wanted to first raise awareness of animal homelessness among pet owners and animal lovers, and through the power of social media, further raise awareness to the general public. The campaign was executed through a collaboration with Molly’s Pet Shop, an E-mart pet shop brand in South Korea. Clothing donations were collected, and were recycled into portable cat shelters for stray cats called Hood Houses. 2,000 Hood Houses were made and given away for free to customers who purchased food for stray cats during a two-week period.
Film advertisement created by Cheil, South Korea for Emart, within the category: Retail Services.
Creative Director: Mangi Baek
Art Directors: Seontaek Kim, Joohee Lee, Eunmin Lee, Hyesong Choe
Copywriters: Saehyuck Oh, Jungsuk Hahn
Executive Creative Director: Kate Hyewon Oh
Account Director: Hoonki Lee
Account Executives: Moonhee Lee, Hyunjae Shin, Sohee Kim
Agency Producer: Kyungheon Kim
Freelance Copywriter:Edward Crowley
Director: Eunsung Cho
Product Designers: Seongjin Yi, Jungbin Lee
Post Production: Posty Production
Graphic Designers: Jeongho Cho, Woongbee Heo