Bronze eurobest Award

Demo Film

Presentation Image

Category E03. Technology
Production 2 EDDY Paris, FRANCE
Additional Company AFG EUROPE London, UNITED KINGDOM
Name Company Position
Riccardo Fregoso McCann Paris Executive Creative Director, Creative President
Julien Chiapolini McCann Paris Executive Creative Director
Cedric Astrella McCann Paris Creative Director
Sebastien Boutebel McCann Paris Creative Director
Philippe Puech McCann Paris Senior Art Director
Lauren Haberfield McCann Paris Art Director
Adriana Luzzatto McCann Paris Art Director
Clément Le Bars McCann Paris Copywriter
Bruno Tallent McCann Paris CEO
Cédric Vanhoutte McCann Paris VP, Global Business Leader
Erik Bertin McCann Paris Deputy General Manager in charge of Strategy
Caitlin Bishop McCann Paris Strategic Planner
Valentin Audubon McCann Paris Motion designer
Karim Victorin McCann Paris Motion designer
Jefferson Lellouche Craft Director
Yannis Cullaz Craft Head of production
Arnaud Lemens Craft TV Producer
Yaël Guetta Craft TV Producer
Caroline De Génis Craft Post Producer
Juliette Paille Craft Assistant producer
Charlotte Goguet Craft Assistant producer
Isabelle Crechet Craft Sound producer
Mario Schiniotakis Eddy Director
Jean-François Bourrel Eddy Executive Producer
Maud Folléa Eddy Line producer
Didier Le Fouet DIgital District Post Producer
Aline Bernard The Hot Line Producer
Adrien Le Blond The Hot Line Sound Engineer
Eloi Asseline Weber Shandwick Paris CEO
Jean Paoli Weber Shandwick Paris Strategic Planner
Emilie Barrail Weber Shandwick Paris Account Director
Claire Rénier Weber Shandwick Paris Senior Associate
Dominique Laureau Weber Shandwick Paris Integrated media relations
Gérard Jousset Group Yncréa-Schools HEI, ISEN, ISA Président
Thibaut Defever Group Yncréa – Schools HEI, ISEN, ISA R&D engineer, Project manager
Pierre Durand Nestlé Purina Pet Care Business Unit Manager Specialist
Veronique Herman Nestlé Purina Pet Care Marketing Manager Specialist

Write a short summary of what happens in the digital or ambient execution or campaign.

Purina Street-Vet is the first digital billboard to transform a dog’s natural urge into a health check. We placed Street-Vet in dog friendly areas and pheromones were released to attract dogs and invite them to pee on it. The urine was collected and directed to a sterile environment to be analysed in 30 seconds. The billboard then displayed the results. If potential signs of diabetes (glucose > 2mmol/L), kidney failure (protein level > 0.12-0.15 g/l), urinary infection (leukocytes > 10 - 15 WBC/mm3), or dietary imbalance (pH < 5.0 or > 9.0) were detected, Street-Vet suggested an appropriate Purina ProPlan product and encouraged owners to download the results and bring them to the vet. Dogs in Paris 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.

Cultural / Context information for the jury

There are over 7.3 million dogs in France, and as a passionate supporter of pets, Purina wants to make sure they all live happy and healthy lives, which means a good diet, and regular check-ups with the vet. Unfortunately, 16% of dog owners in France aren’t taking their dogs for an annual check up, meaning there are over 1 million dogs not getting the medical attention they need, Purina wanted to change that.

Explain how the work innovatively used the outdoor medium.

Digital billboards are becoming more advanced, they react to weather, touch, time, and motion, but they’ve never reacted to dogs’ urine… which they often come in contact with. We elevated this medium by integrating the technology to analyze dogs’ urine and made a health-check available where they naturally pee, in the street. Street-Vet is a condensed laboratory which collects a sample, analyzes it, and reports the results in a process that feels as easy as a walk in the park. This innovative technology allows dog owners to get ahead of diseases and reminds them about the importance of regular check-ups.