Over the last decade, the number of stray cats has increased in South Korea but there is very little public support for helping these animals. In collaboration with the national pet shop chain Molly’s Petshop, an eco-friendly solution provides over 2,000 cat shelters by collecting padded clothes and upcycling them into portable cat shelters. Inspired by the hooded shape of igloos, the design uses an easy-to-assemble dome shape. Each shelter includes bowls for food and water. An accompanying campaign lets people know that the shelters were given away for free at all Molly’s Petshop branches to customers who voluntarily bought food for stray cats during a two-week period in December 2017.
Credits
Client:
E-mart, Seoul, South Korea
Design:
Cheil Worldwide
Seoul, South Korea
YIGIL Co., Ltd., Bucheon City, Gyeonggi Province, South Korea
Creative Direction:
Seontaeck Kim
Cheil Worldwide
Art Direction:
Joohee Lee
Cheil Worldwide
Copywriting:
Edward Crowley
Cheil Worldwide
Account Management:
Moonhee Lee
Cheil Worldwide
Product Design:
Seongjin Yi
YIGIL Co., Ltd.
Jungbin Lee
Kookmin University
Seoul, South Korea