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Street-Vet
Agency McCann Paris / Neuilly sur Seine + Craft / Neully sur Seine + Weber Shandwick Paris / Neuilly sur Seine
Category
Creative Use of Data / Real-Time
Annual ID
OS_CU20_030M
About the Work
Every year in France, more than a million dogs don’t get their annual visit to the veterinarian, because their owners assume there is nothing wrong with their pet. As a part of their survival tactics, dogs don’t show signs of their disease, so by the time those signs become symptoms, it’s sometimes too late to provide treatment. Purina decided to remind dog owners the importance to regularly check their animals’ health. Purina Street-Vet is the first digital billboard to transform dogs’ natural urge into a health check. We placed digital billboards in dog friendly areas. Pheromones were released from the billboard to attract dogs and invite them to pee on it. The urine was directed to a sterile environment and analyzed in 30“. The data were converted into results and displayed on the billboard. If signs of diabetes, kidney failure, urinary infection, or dietary imbalance were detected, Street-Vet suggested an appropriate Purina ProPlan product and encouraged owners to download the results and bring it to the vet. Dogs just had to listen to their natural urges, and let our unique billboard do its thing. Thanks to Purina Street-Vet, monitoring dogs health is as easy as a walk in the park.
2020 Awards
Total Points: 2
Merit
Credits
Agency
McCann Paris / Neuilly sur Seine
PR / Marketing Agency
Weber Shandwick Paris / Neuilly sur Seine
Production Company
Craft / Neully sur Seine
Eddy / Paris
Digital District / Paris
Music / Sound Production Company
The Hot line / Levallois Perret
Art Director
Philippe Puech
Lauren Haberfield
Adriana Luzzatto
Creative Director
Sebastien Boutebel
Executive Creative Director
Riccardo Fregoso
Julien Chiapolini
Executive Producer
Yannis Cullaz
Jean-François Bourrel
Freelancer
Group Yncréa - School HEI, ISEN, ISA / Lille
Group Creative Director
Cedric Astrella
Producer
Arnaud Lemens
Yael Guetta
Caroline De Génis
Juliette Paille
Charlotte Goguet
Isabelle Crechet
Maud Folléa
Aline Bernard
Social Media Manager
Dominique Laureau
Sound Designer
Adrien Le Blond
Strategist
Erik Bertin
Caitlin Bishop
Jean Paoli
Writer
Clement Le Bars
Account Team
Cedric Vanhoutte
Claire Rénier
Emilie Barrail
Gerard Jousset
Thibaut Defever
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