We wished for the people who had stereotypes against black dogs to actualize and realize that they too were part of the stereotype. Through this film content we provided them with a chance to face the uncomfortable truth lurking underneath their consciousness.

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.

The animal rights activism group CARE’s official Youtube and Facebook page, the content film racked up 8600 views, as well as 655 shares and 434 comments from the lovers of black dogs. It’s also been introduced in Korea’s major TV station, SBS.