BACKGROUND:
EVERY YEAR, THE YULIN DOG MEAT FESTIVAL PUTS THE LITTLE KNOWN SOUTHERN CHINESE TOWN OF YULIN INTO THE HEADLINES. IT’S ONE OF THE BIGGEST PUBLIC CLASHES BETWEEN DOG EATERS AND ANIMAL RIGHTS ACTIVISTS.
CREATIVE SOLUTION:
WINTER IS HIGH SEASON FOR DOG MEAT CONSUMPTION. IN SHANGHAI, “CHINA SMALL ANIMAL PROTECTION ASSOCIATION” GOES ON THE ROAD TO REMIND PEOPLE TO STOP THE CRUELTY OF EATING DOG MEAT.
TRICYCLES STACKED HIGH WITH DELIVERY BOXES IS A STUNNING SIGHT ON THE STREETS OF CHINA BUT A “DOG CHEF” RIDING A TRICYCLE WITH LOADS OF CAGED HUMAN BEINGS PROVES TO BE A SCARY SIGHT FOR MANY. PROVOKING PEOPLE TO STAND UP FOR DOGS.
Creative Team: Eddie Wong / David Chu / Neil Yao / Chengjie Tang / Zhenxian Li
