| Titre | Hood House |
| Agence | Cheil Worldwide |
| Campagne | Hood House |
| Annonceur | Emart |
| Marque | Molly's Pet Shop |
| Date de première diffusion/publication | 2017 / 12 |
| Secteur d'activité | Aliments, services et produits pour animaux |
| Slogan | Used hoods become winter homes for cats |
| Synopsis | 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. |
| Philosophie | 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. |
| Problème | 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. |
| Résultat | 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. |
| Type de média | Promotion & Evènements |
| Longueur | |
| Plus d'info | https://www.facebook.com/emartcompany/posts/1599076086834635 |
| Directeur de la création | Kate Hyewon Oh |
| Directeur artistique | Joohee Lee |
| Directeur de création | Marc Mangi Baek |
| Directeur artistique | Eunmin Lee |
| Directeur artistique | Hyesong Choe |
| Copywriter | Saehyuck Oh |
| Copywriter | Jung S. Hahn |
| Chef de groupe | Junho Lee |
| Concepteur / rédacteur | Edward Crowley |
| Infographiste | Woongbee Heo |
| Photographe | Seungwon Kang |
| Directeur de clientèle | Hoonki Lee |
| Chef de groupe | Hyunjae Shin |
| Directeur artistique | Kim Seontaeck |
| Chef de groupe | Lee Moonhee |
| Assistant Account Executive | Kim Sohee |
| Producteur, agence | Kim Kyungheon |
| Chef de groupe | Ryu Jinhwa |
| Achat d'espace | Yoon Seokwon |
| Achat d'espace | Lee Jinyoung |
| Réalisateur | Eunsung Cho |
| Directeur de la photo | Hangdeok Kim |
| Assistant Producer | Youngjin Kim |
| Compositeur de musique | Kyouhyong Lee |
| Compositeur de musique | Jooyeop Kim |
| Head of 2D | Moonyoung Ko |
| Infographiste | Jeongho Cho |
| Product Designer | Seongjin Yi |
| Product Designer | Jungbin Lee |
Plus de réalisations
VOIR TOUSHood House
- MARQUE:
- Molly's Pet Shop
- AGENCE:
- Cheil Worldwide