2024 Young Lions Competition Taiwan
Creative project by Paian Huang, Lily Kao
Creative project by Paian Huang, Lily Kuo.
Taiwan Representative Team Digital for Cannes Young Lions Competition
Immersive navigation to the animal shelter on city bike share.
Challenge
In Taiwan, animal shelters are 226% overcapacity for dogs. Dogs in shelters live in small cages with LIMITED FREEDOM. How can we motivate potential adopters to understand dogs' longing for A BIGGER AND BETTER LIFE?
在台灣，動物收容所中的狗狗已經超過了收容能力的226%。在收容所中的狗狗生活在狹小的籠子裡，自由受限。我們如何激發潛在的領養者，讓他們理解狗狗渴望擁有更大、更好生活的需求呢？
Insight
We found that empathy is more effective than sympathy in motivating people. Small moments, such as bike riding, evoke a sense of freedom. Seizing these moments to expose shelter dogs is most likely to increase people's interest and willingness to adopt.
我們發現，同理心比單純的同情更能激發人們的行動。像是騎腳踏車這樣的小瞬間，能喚起對自由的感受。抓住這些能夠讓人產生共鳴的時刻，去展現收容所的狗狗最能提升人們的興趣和領養意願。
MEDIA SOLUTION
Creative Idea
YouBike, Taiwan's public bike-share system, is widely used by nearly half of the population for commuting or leisure. It serves as a daily touchpoint for everyone - even if you don't ride yourself, you'll see others cycling around.
We partner with YouBike to design interactive doggy cards and place them in every bike's basket, giving everyone the wonderful imagination of cycling freely with a furry friend.
YouBike 是台灣的公共自行車系統，近半數的人口都使用它作為通勤或休閒的工具。它是日常生活中的一個觸點——即使你自己不騎車，也會看到其他人騎車經過。
我們與 YouBike 合作，設計了互動式狗狗卡片，並將它們放置在每輛自行車的車籃中，讓每個人都能想像與毛小孩一起自由騎行的美好畫面。
Media Approach
Doggy Card on YouBike" is a call to action: scan the QR code to access "DOGGO FOR A RIDE," a recommended cycling route designed for YouBike users. The route concludes at the Taipei Animal Shelter, encouraging people to meet shelter dogs in person.
Collaborating with more brands and hosting regular group activities to do the"DOGGO GO A RIDE Route, consistently invite newcomers to participate, thus boosting the popularity of the path to animal shelters.
「Doggy Card on YouBike」是一項行動號召：掃描 QR 碼進入「DOGGO FOR A RIDE」，這是一條為 YouBike 用戶設計的推薦騎行路線，終點是台北動物收容所，鼓勵人們親自去見收容所的狗狗。
我們與更多品牌合作，定期舉辦團體活動，騎行「DOGGO FOR A RIDE」路線，並不斷邀請新參與者，藉此提升前往動物收容所的路線人氣。
DIGITAL SOLUTION
Digital Solution
AR Doggy Riding Experience: Scan the QR code on the back of the doggy card, and your phone will open AR features. You'll see a virtual furry friend inside your Youßike basket. Fun GPS Navigation: The navigation system pinpoints the rider's location and maps out a route to the nearest animal shelter. If you are away from the navigation, the AR doggy in the basket gradually disappears. Social Media Spread: This riding with virtual dog experience can widely shared on book, social platforms like Instagram, Facebook, TikTok, with hash tag #DoggoForARide. Through this engaging approach, the informations about shelter dogs can spreads effectively.
AR 狗狗騎行體驗：掃描狗狗卡片背面的 QR 碼，你的手機將開啟 AR 功能，你會看到一隻虛擬的小狗出現在 YouBike 車籃裡。
有趣的 GPS 導航：導航系統會定位騎行者的所在位置，並規劃前往最近動物收容所的路線。如果偏離導航路徑，車籃裡的 AR 狗狗會逐漸消失。
社群媒體傳播：這次與虛擬狗狗一起騎行的體驗可以廣泛分享到 Instagram、Facebook、TikTok 等社交平台，並使用標籤 #DoggoForARide。通過這種引人入勝的方式，有效傳播有關收容所狗狗的信息。
