To break the stereotypes against black dogs in a situation where they are euthanized after long period of not being adopted, through quality storytelling and production

A stray dog that was not adopted because of his color escapes the cage. But what he faced outside was no better, with prejudice against black dogs. A dog food advertisement with white dog, white dogs taking a walk with their owners, and the black dog, which do a great thing for others but he is afraid of people and gets a scolding from people because of his color. After sun sets, he is watching crowded people picking up white puppy dolls from the outside of bright store window.

The first content film was released on our Facebook page, and through the official Youtube channel, on March 30th. We had no intention of executing additional media adverts initially, but having observed the reaction to the video, we had no choice but to execute the campaign on OOH media.