artgerächt
Konzipierung und Gestaltung einer Aufklärungskampagne über die Problematik der Qualzucht von Hunden durch die satirische Adaption von Luxus Marketingstrategien.
Description
artgerächt is a satirical awareness campaign addressing the problem of extreme breeding (torture breeding) in dogs. While extreme breeding traits in certain breeds cause serious health problems, they are still considered ‘cute’ or prestigious in society. This is exactly where the project intervenes: it uses the language of luxury marketing to reach people who choose dogs based on appearance — and confronts them with the consequences.
A seemingly exclusive dog configurator guides users through their preferences, then reveals the health defects associated with these dogs and refers them to suitable rescue dogs. The aim is to break status thinking, foster empathy and question the acceptance of extreme breeding — using design that encourages rethinking.
Link to Video