Innocean Worldwide, an advertising arm of Hyundai Motor Group, has launched a campaign here to address the so-called “black dog syndrome” in South Korea, in collaboration with the animal protection organization Care.
The “black dog syndrome” refers to a phenomenon observed at dog shelters here: Dogs with black hair stay longer in shelters than lighter colored dogs.
An image from Innocean's YouTube video to raise awareness of the "black dog syndrome." (Innocean Worldwide)
The 4 minute 33 second clip posted on YouTube on Wednesday features a black haired dog escaping from a shelter after failing to find a new owner.
Through the clip, Innocean aims to deliver key messages such as “adopt a world without bias and discrimination.”
Innocean also made background music for the clip titled “Take Me Back,” the company said. Innocean plans to run an event where people can adopt a black dog doll named Lucky via the online shopping mall Interpark Pet.
By Kim Bo-gyung (
lisakim425@heraldcorp.com)