Objective
Kill the Mill is a movement dedicated to combating illegal pet breeding practices in Korea. It aims to bring attention to the reality of reproducing pets in the hidden side of cute dogs and to ask for commitments from individuals and regional governments to eliminate illegal breeding. It is also important to spread awareness on how the pet breeders treat animals and to prevent people from treating pets as products.
Problems
- Animal abuse
- Commodifying animals
- Irresponsible ownership
Value Positioning
- Functional Benefit
- Spreading awareness
- Fighting against social issues
- Emotional Benefit
- Making people feel sympathy
- Reconsidering about pet purchase
The campaign highlights these issues through portrayals of unnaturally modified dogs that cater to people’s desires. Visualizing a virtual dog modified and reduced to a fingernail’s size is a powerful reminder. Doodle-style illustrations in public places draw attention, and the tiny dog makes a focal point.
Similarly, the idea of ambient advertising also originated from the same concept. The advertisement depicted in the image on the left is an example. The photo shows a person walking a dog. With the leash taut and the owner’s gaze directed downward, it appears as though there is a dog present, but none is visible. The scene suggests a modified dog small enough not to be photographed. This idea could function as a performance in the movement event or be utilized as a challenge on social media.
