Brief: AnimalWatch wants to launch a campaign to build awareness on this sensitive issue. Creative route will be based on a simple message: ‘What if you were one of them’ – showing people in petshops behind glasses, in shelters, on the streets abondened and covered with mud.

1. TURKEY YOUNG MEDIA LIONS
Mücahit
Çanta
Candaş
Demir

2. Building awareness by stroke!
Finding a way to build a bond with the
target audience to improve the
effectiveness of the mass
communication!

3. ‘’
Neither dead nor alive, the hostage is suspended
by an incalculable outcome. It is not his destiny
that awaits for him, nor his own death, but
anonymous chance, which can only seem to him
something absolutely arbitrary.
Jean Baudrillard

4. ‘’
Neither dead nor alive, the hostage is suspended
by an incalculable outcome. It is not his destiny
that awaits for him, nor his own death, but
anonymous chance, which can only seem to him
something absolutely arbitrary.
Jean Baudrillard

5. ‘’
Neither dead nor alive, the hostage is suspended
by an incalculable outcome. It is not his destiny
that awaits for him, nor his own death, but
‘’
Fiction is notchance, whichIt is what anticipates
anonymous imagination. can only seem to him
imaginationabsolutely it the form of reality.
something by giving arbitrary.
Jean Baudrillard

6. These days, most popular productions on TV are
reality shows!
Because, people do not want to see the fiction,
satisfaction comes from
The pure reality!
Reality shows are simulations
in the form of pure reality.

7. When you step into a petshop/shelter,
you choose one pet and forget the
others.
By developing a social experiment, we
will provide same experience.
Sorry, more than the same experience!

8. ‘’Dog Reality Show’’

9. Why dogs?
Because, they are man’s best friends.

10. Around the same time, first
TVC will be aired about the
sole use dogs in Alaçatı how 3 sole use dogs which
they are treated as throw-
away toy by rich parents. answered our love
from Alacati will be
chosen:
Arthur
Max
Lucky

11. We will treat our 3 dogs
as reality show stars,
they will be most
famous dogs in Turkey!
On the 2nd TVC, they will be introduced to
public. At the end of the spot, people learn
about the application on AnimalWatch’s
Facebook Page to choose their favorite dog.

12. At outdoor & newspapers, 3 dogs’ prints will
be presented and using a instrument such
as QR code, offline & online integration will
be implemented.
QR codes redirect users
to mobile version of
Facebook App.

13. On the Facebook page, there will be the logo,
the dogs and their vote amounts. But, Lucky’s
votes will be cheated and always be lower than
the others.
After voting, a user will be directed to a
livestream footage of Lucky’s cage. It will not
be served food or water. It will be left for death
and people will be able to watch his death,
live on Facebook.

14. On the Facebook page, there will be the
logo, the dogs and their vote amounts. But,
Lucky’s votes will be cheated and always be
lower than the others.
After voting, a user will be directed to a
livestream footage of Lucky’s cage where it
is left for death.

15. We will call this Facebook Application

16. By positioning Lucky as a loser, responsbility
sense of Turkish people is promoted.
Also by provoking Animal Welfare
Associations and their members who are
effective on both digital and streets, we will
try to position Lucky as their new symbol.

17. At the end, we will announce that
livestream footage was fake and Lucky is
healthy by showing it with a vet from
AnimalWatch. Our final words will be:
‘’Lucky is fine. However, there are millions
of unLucky at petshops/shelters. Do not let
them die.’’

18. At the end, we will announce that
livestream footage was fake and Lucky is
healthy by showing it with a vet from
AnimalWatch. Our final words will be:
‘’Lucky is fine. However, there are millions
of unLucky at petshops/shelters. Do not let
them die.’’

19. Most of the people only feel responsible for
their own pets and do not care the others.
We have tried to increase awareness by a
fearless, daring and hard-hitting idea on the
media, Facebook, where we can easily effect
the mass audience.

20. Most of the people only feel responsible for
their own pets and do not care the others.
THANKS
We have tried to increase awareness by a
fearless, daring and hard-hitting idea on the
media, Facebook, where we can easily effect
the mass audience.