小犬當街 :: 街頭互動裝置 PUPPY ON STREET :: INTERACTIVE INSTALLATION FOR ANIMAL ADOPTION
雖然紀錄片《十二夜》喚起許多人對流浪狗的關注，但台灣流浪狗的問題還是持續存在。 為此，團隊構思出一套服務流程，期望能作為一般大眾與動物之家間接觸的橋樑。 透過《Puppy On Street》這項街頭宣傳活動，以正向、快樂的方式傳達流浪動物的認養資訊。 並吸引願意投身社會公益的寵物企業與愛心人士，為動物保護、認養盡一份心力。
Although some movies and campaigns arouse people's awareness of animal adoption, the issue of stray dogs still exists. Thus the team designs a service flow to spread adopting messages to the public in a positive way. We hope to draw people’s attention and become the connection between animal shelters and the public. Also, the team expects to corporate with companies who are willing to dedicate themselves in social benefits.
The team compiles the workflow by interviewing two animal shelters in Taipei/New Taipei City (as shown below). In this process, we find it hard to visit other animal shelters because of the remote areas and inconvenient traffic. Thus the team aims to act as bridge between animal shelters and the general public so that more people can gain access to information about stray animals.
In Taiwan, most advertisements present a pathetic and unlovable way of stray animals. Although the original intention is to arouse people's awareness of animal protection, negative emotions might be connected in the issue. Therefore, the team wants to make short-term promotion in a positive and interesting way, such as pop-up or street activities to draw people's attention to the issue. We search for similar public service advertising as reference and using Coca-Cola's "Open Happiness" as the benchmark for learning.
《Puppy On Street》的構想逐漸成形，團隊藉由養成遊戲的概念，以互動廣告裝置的形式在街頭曝光。 此裝置能展現狗兒可愛的一面，也能讓民眾使用小額捐款與流浪狗進行虛擬互動。 遊戲過程中，人們能獲得流浪動物的相關知識與領養資訊，和狗兒互動的感動（企劃流程如下圖）。
The concept of "Puppy On Street" gradually formed, taking from the idea of simulation game, appearing as a touchscreen device in downtown. This installation shows the adorable side of puppies, and also letting people to give small donations to interact with puppies. During the game, people receive related knowledge and adopting information about stray dogs, gaining happy memories with the puppy during the interaction.
在活動中，團隊連結動物之家與一般大眾，製造話題幫流浪狗牽線； 另一方面用寵物食品公司之特色商品作為贊助廣告，維持活動營運並增加與狗兒互動的真實性。 The team acts as the connection between animal shelters and the public, creating buzz for stray dogs. On the other hand, pet food companies sponsor their feature product to maintain campaign operations and increase the authenticity of the interactions with puppies. - 團隊會事先為狗兒進行認養潛力評估，協助適合被認養的狗兒拍攝互動裝置所需要的影片； Puppy On Street裝置的互動包含呼叫、餵食、供水、撫摸等指令，從操作的過程讓使用者產生對狗而產生好感； 餵食功能可以增加小額捐款的意願，以飼料、零食、罐頭等增加互動樂趣； 廣告則與狗食公司合作，在餵食步驟中以遊戲方式介紹產品，增加特定合作廠商的曝光度。 The team will conduct a adopting assessment to puppies, filming those puppies and making videos for the interactive device. The device includes “Call Me","Feeding", "Water Supply", "Cuddling & Patting" so that users can have a nice impression on the puppies during the interaction. "Feeding" can increase small donations by buying pet pellet, treats or canned food to interact with puppies. Besides, feeding new product can help sponsor gaining more awareness.
This photo is originally retrieved from Pinterest (pedigree-interactive-puppy-signs), and being modified for personal use.
Pedigree product appeared in this video is just for personal use to create the scenario.