Title | THE POOP DIAGNOSIS |
Brand | ARGOS |
Product/Service | VETERENARY CLINIC |
Category |
B02. BEST LOW BUDGET CAMPAIGN |
Entrant Company
|
NAVIGATOR DDB Moscow, RUSSIA
|
Advertising Agency
|
NAVIGATOR DDB Moscow, RUSSIA
|
Credits
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%.