Title	THE POOP DIAGNOSIS
Brand	ARGOS
Product/Service	VETERENARY CLINIC
Category	A03. AMBIENT MEDIA: SMALL SCALE (INCL. PREMIUMS & GIVEAWAYS)
Entrant Company	NAVIGATOR DDB Moscow, RUSSIA
Advertising Agency	NAVIGATOR DDB Moscow, RUSSIA

Name	Company	Position
Anna Denisova	Ddb Russia	Creative Director
Natalia Irodova	Ddb Russia	Account Director
Tatiana Malievskaya	Ddb Russia	Account Manager
Ivan Davydov	Ddb Russia	Senior Art Director
Andrey Lukyanov	Ddb Russia	Creative Group Head

The Brief

Moscow parks are the minefields covered with dog poop: Russians never clean after their pets. What drives people mad can be the means of diagnosis for the professional eye. We use the dog poop to create buzz around ARGOS - and urge people to clean after their pets at the same time.

Creative Execution

ARGOS is the clinic with highly professional approach. They need to attract pet owners by offering them not only the urgent help, but also the regular diagnostics.

Describe the creative solution to the brief/objective.

The Execution: 1. Flags inserted in poop in the park Each flag marks the “landmines” making them visible, and gives a hint about the pet’s health: -White poop may be the result of lack of protein - Dark poop may signify stomach bleeding - Greenish poop may signal indigestion, etc 2. QR codes on flags leading to site The site will give recommendations to check the pet regularly at ARGOS 3. Branded containers for poop and bags “Bring the poop to the clinic - or simply throw it away to make the streets clean!”.

Results

Within only a week after the campaign starts the amount of owners bringing their pets to Argos grew up to 40%.