MAIN IDEA
This project aim to make more people in Singapore to adopt mongrels dogs which well known as an aggressive, diseased, and wild. By rebranding the 'Singapore Specials' (stray dogs in SIngapore) through an ad campaign to create new breed of dogs.
We’re taking the term 'Singapore Specials', which currently is just a more palatable way of saying mongrel, and elevating it to an actual breed by utilize Moove media’s inventories to promote the Singapura Special as the “National Dog”.
BUS CAMPAIGN
Inside the bus there will be bus hangers. Themed like lost dog posters, but in this case, they are for a found dog. Each hanger will feature a different Singapura Special (since each one has a unique look) and a short description of positive characteristics of the dog.
The aim of the posters is not only to supplement the question of what exactly the national dog is, but also to reinforce beforehand the (unknown) positive characteristics that many Singapura Specials have, educating the public, and mitigating what negative pre conceived notions they might have.
Since this project working with Moove Media, we’ll of course include a 3D production atop the bus. Each time a bus is at a bus stop for a certain amount of time, it will play the sound of a dog eager for a walk. This helps to paint the dog in a friendly light, as well as attract more attention from bystanders in the general public.
TAXI CAMPAIGN
We plan on decorating taxi exteriors nearly identical to the buses, with the main difference being the 3D top piece. In the case of the taxis, we won’t be using productions of just dogs, but dogs juxtaposed into uniquely Singaporean scenes.
Dogs with durians, dogs with star biscuits, and dogs lining up at hawker centers. The big difference in the use of taxis is the third sub element, which is the digital screen that shows AI of a talking dog to interact with the taxi passenger.
MRT CAMPAIGN
Take a photo with the National Dog! The photo op not only elevates the status of the Singapura Special (from outcast to celebrity) but also includes a shareability factor that will help to spread the campaign message.
At the end of the exhibition, is a small voting panel where the general public can indicate their interest in making the Singapura Special an official symbol of Singapore with the National Heritage Board.
