CHALLENGE
When it comes to finding the perfect dogs, HKers still tend to prefer buying pure breeds from pet shops, rather than rescuing “tong gaus” (local mixed breeds) from shelters.
OPPORTUNITY
What if we can show Hong Kongers that “looks” and “breeds” don’t matter because all dogs can be loving, cuddly and cute? We can educate the public about the uniqueness of shelter dogs by helping them imagine their homes and lives with a “Hong Kong special” furry friend!
idea
In Ikea, the only dog soft toy that’s available is one that resembles a Golden Retriever. We want to raise awareness by releasing a “tong gau” line of IKEA plush toys that showcases the beautiful variety of mixed breed dogs. All their different sizes, colours: black, tan, beige, patched or a mix of colours, brindle, curly or stubby tails, short-and-long-haired.
Each plush toy resembles a shelter dog looking for a home (with names/scan QR code to read more about that dog) and for every plush that’s purchased - proceeds go to HKDR.
People will be encouraged to even adopt the same dog as the
plush they bought.
Töng Gåu
SHOWROOM
On launch day, we. will create a showroom with an HKDR adoption booth where the real-life dogs will be available for a meet & greet session, along with the entire collection of their soft toy look-a-likes. The showroom can also feature IKEA’s range of pet products.
Töng Gåu
MANUALS
We’ll create a few IKEA-inspired instruction manuals about what to expect when adopting and bringing a dog home.
How-to videos:
Short and light-hearted educational videos teaching the public about dogs. We can do the demonstration on a real life HKDR dog and shoot them in IKEA showrooms and feature IKEA products.
Examples:
How to greet a dog
How to ask a dog to sit/shake/lay down
How to feed a dog treat
CREDITS
Senior Art Director – Adrienne Andaya
Senior Copywriter – Alexandra Colgan