| 标题 | Hood House |
| 广告公司 | Cheil Worldwide |
| 广告战役 | Hood House |
| 广告主 | Emart |
| 品牌 | Molly's Pet Shop |
| 首次发布日期 | 2017 / 12 |
| 行业领域 | 宠物食品、宠物保健产品及服务 |
| 广告口号 | Used hoods become winter homes for cats |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 问题 | 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. |
| 结果 | 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. |
| 媒体类别 | 促销与事件 |
| 长度 | |
| 更多信息 | https://www.facebook.com/emartcompany/posts/1599076086834635 |
| 执行创意总监 | Kate Hyewon Oh |
| 美术指导 | Joohee Lee |
| 创意总监 | Marc Mangi Baek |
| 美术指导 | Eunmin Lee |
| 美术指导 | Hyesong Choe |
| Copywriter | Saehyuck Oh |
| Copywriter | Jung S. Hahn |
| 客户主管 | Junho Lee |
| 文案 | Edward Crowley |
| Graphic Designer | Woongbee Heo |
| 摄影师 | Seungwon Kang |
| 客户总监 | Hoonki Lee |
| 客户主管 | Hyunjae Shin |
| 美术指导 | Kim Seontaeck |
| 客户主管 | Lee Moonhee |
| Assistant Account Executive | Kim Sohee |
| 广告公司制片 | Kim Kyungheon |
| 客户主管 | Ryu Jinhwa |
| 媒介购买 | Yoon Seokwon |
| 媒介购买 | Lee Jinyoung |
| 导演 | Eunsung Cho |
| 摄影指导 | Hangdeok Kim |
| Assistant Producer | Youngjin Kim |
| 音乐作曲家 | Kyouhyong Lee |
| 音乐作曲家 | Jooyeop Kim |
| Head of 2D | Moonyoung Ko |
| Graphic Designer | Jeongho Cho |
| Product Designer | Seongjin Yi |
| Product Designer | Jungbin Lee |