Background

Most pet shops in Japan still sell live animals—tiny lives displayed in glass cages, waiting to be bought. Behind the cuteness lies stress, neglect, and the quiet fate of animals discarded once they outgrow their “sellable” age.

​

Idea

So we flipped the script. We opened what looked like a normal pet shop—but without any pets. Instead, visitors saw holograms of real rescue dogs and cats, living safely in shelters outside the city. Visitors could meet them virtually, scan a QR code to learn more, and take the first step toward adoption. By taking the animals out, we hoped people would feel what was missing.

Result
It touched hearts. Adoption interest nearly tripled, national media picked it up, and conversations spread across social media. Even WWF Japan submitted a legal petition inspired by the debate it sparked. The project became more than a campaign—it became a quiet call for kindness.