| Title | Hood House |
| Agency | Cheil Worldwide |
| Campaign | Hood House |
| Advertiser | Emart |
| Brand | Molly's Pet Shop |
| Date of First Broadcast/Publication | 2017 / 12 |
| Business Sector | Pet Food, Pet Care Products & Services |
| Tagline | Stray cat, winter, house, recycle |
| Story | 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. |
| Philosophy | 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. |
| Problem | 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. |
| Result | 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. |
| Media Type | Promotional Products |
| Length | |
| Soundtrack | Hood House Song |
| Executive Creative Director | Kate Hyewon Oh |
| Creative Director | Marc Mangi Baek |
| Art Director | Kim Seontaeck |
| Art Director | Joohee Lee |
| Art Director | Eunmin Lee |
| Art Director | Hyesong Choe |
| Copywriter | Saehyuck Oh |
| Copywriter | Jung S. Hahn |
| Account Director | Hoonki Lee |
| Account Executive | Lee Moonhee |
| Account Executive | Hyunjae Shin |
| Assistant Account Executive | Kim Sohee |
| Account Executive | Junho Lee |
| Account Executive | Ryu Jinhwa |
| Media Buy | Lee Jinyoung |
| Media Buy | Yoon Seokwon |
| Agency Producer | Kim Kyungheon |
| Copywriter | Edward Crowley |
| Director | Eunsung Cho |
| Director of Photography (DOP) | Hangdeok Kim |
| Assistant Producer | Youngjin Kim |
| Product Designer | Seongjin Yi |
| Product Designer | Jungbin Lee |
| Music Composer | Kyouhyong Lee |
| Music Composer | Jooyeop Kim |
| Head of 2D | Moonyoung Ko |
| Graphic Designer | Jeongho Cho |
| Graphic Designer | Woongbee Heo |
| Photographer | Seungwon Kang |