Ikea:
Home for Hope

Home for Hope – a project that assimilated lifelike standees of actual homeless pets into Ikea’s home-like showroom designs. QR-coded collar tags on each dog provided shoppers with more information on each dog and responsibilities that come with adopting a friend for life.

Within the first few weeks of the project, eight homeless dogs found homes. Six other exclusive furniture boutiques in Singapore also donated their showroom spaces to support the cause. With a non-existent media budget, the humble project that begun in Singapore has led to animal advocates in USA, Brazil, Poland and others asking IKEA in their respective countries to adopt the project. IKEA Tempe, Arizona, kicked start the first adaptation.

In total the project achieved over 793k online likes, shares and views. Its was featured in local and oversea TV news including CNN, L.A. Times, Fast Company and Mashable, and with social mentions, it generated over $210k earned media dollars. The non-profit organization SOSD’s Facebook fans doubled from 30k to 60k.

Spike Asia - 3 Silver • Singapore Creative Circle Awards - 1 Gold 3 Silver • Cannes - 2 Shortlisted