Problem: According to investigations from NGOs, there are more than 15000 dogs slaughtered and eaten at Yulin Dog Meat Festival every year.Despite years of efforts made by millions of dog lovers and animal protection organizations around the world to cancel the Yu Lin Dog Meat Festival, the 2019’s event is still going on.
Action: A pet brand which always put efforts in charity- Honeycare wanted to bring awareness to this and stop the 2019 festival,launched the campaign —— #Stopyulindog. We visited Yu Lin, collected large amounts of leftover dog bones from dog meat restaurants, garbage bins, dog meat markets and stalls in Yu Lin with the risk of conflict,and then picked 230 bones and created a dog skeleton——Yulindog. Finally Put it on exhibit in art galleries in China to educate the public ,we hope to stop the Yulin Dog Meat Festival by the #Yulindog,the dog that represents the lives of thousands of other dogs, the dog that represents the cruelty of the festival.
Agency: mcgarrybowen Shanghai
Executive Creative Director: Danny Li
Group Head: David Wang/ Lucky Guo
Art Director: Huangzong Duan
Senior Copywriter: Sihan Jin
Designer: Yu Gao/ Yiqiang Liang/ Minglei Miao
Market operation: Yini Ma
Account Service: Jeff Cai/ Cliff Zeng/ Stella Chen
Producer: Kelly Zhang
CEO: Simone Tam
Chief Creative Officer: Jeffry Gamble