Canine99 portrays the harsh and brutal reality of animal abuse. The team all have dogs and are deeply affected by this issue. They decided to use real dog hair (from a dog that sheds naturally) to tie in this concept to their design. The chains they used represent the abuse towards the dog and how its confined to minimum possibilities. Throughout their design they added hints of colour to highlight the life and emotion of the dog, and how it can be loving, despite the abuse. They got inspiration for their theme from shows like “The dog rescuers” and they decided to try promote change.