Overview
Masters of putting unlikely things together, Ikea, have kicked off a smart design initiative to connect thousands of homeless dogs with potential families. Shelters are overcrowded and homestarters want that little extra addition to their pad, so the US-based Animal Lovers League and Singapore's Save Our Street Dogs have teamed up with the Swedish furniture giants for a very simple marketing project.
Dubbed Home for Hope, the campaign uses the ol' cardboard cut out routine in the best possible way. Home renovators wander through Ikea displays picturing every thoughtfully-placed item in their own abodes (we've all entertained 'friends' around an Ikea display kitchen once, right?), a state of mind the furniture heavyweights are harnessing with life-size cardboard cut outs of the adoptable dogs merrily chillin' out in the lounge room. Customers visualise themselves 'completing their home' with throw rugs, patterned curtains and kitchen blackboards, then attach the same sentiment to a scruffy little face.
Ikea's team headed to the involved shelters, photographed the homeless pooches and created life-size cardboard cut outs of legends like Momo, Lady and Pampam. Then the team went to work, perching the 'dogs' on lounge chairs, begging at dinner tables, snuggling at the end of beds. Shoppers can scan the QR codes on the cardboard dogs' collars to register their interest in adoption, with each scruffy mutt having their own bio and individual video on the Home for Hope website (watching dogs have their own photoshoots is actually The Best Thing Ever).
Alongside Ikea, Home for Hope will work with other big furniture players like Grafunkt, Foundry, Commune, Journey East and Noden Collective. The idea was borne from a lack of budget and a subsequent need to market the poor pooches creatively. "Home for Hope was borne out of a pressing issue," the foundation says. "With a limited budget, most animal shelters can only afford to voice their messages using social media. Problem is, their followers are pet lovers, and most already own pets. Hence, adoption rates are low."
Via Fast Co.Design.