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Creative Award
Paris, France
Nestlé Purina - "PURINA Street Vet" by PHNX Awards 2020

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TitlePURINA Street Vet
Agency
Campaign Purina Street-Vet
Advertiser Nestlé Purina PetCare
Brand Nestlé Purina
Date of First Broadcast/Publication 2019 / 3
Product Purina ProPlan Veterinary diet
Story 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. So, 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 to be analyzed in 30 seconds. The billboard then displayed the results. If potential signs of diabetes, kidney failure, urinary infection, or dietary imbalance were detected, Purina 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.
Length
Agency McCann Paris
Executive Creative Director, President Creative Riccardo Fregoso
Executive Creative Director Julien Chiapolini
Creative Directors Cédric Astrella, Sébastien Boutebel
Senior Art Director Philippe Puech
Art Directors Lauren Haberfield, Adriana Luzzatto
Copywriter Clément Le Bars
CEO Bruno Tallent
VP, Global Business Leader Cédric Vanhoutte
Deputy General Manager in charge of Strategy Erik Bertin
Strategic Planner Caitlin Bishop
Motion designers Valentin Audubon, Karim Victorin
Production Craft
Director Jefferson Lellouche
Head of production Yannis Cullaz
TV producers Arnaud Lemens, Yaël Guetta
Post producer Caroline De Génis
Assistant producers Juliette Paille, Charlotte Goguet
Sound producer Isabelle Crechet
Production Eddy
Director Mario Schiniotakis
Executive producer Jean-François Bourrel
Line producer Maud Folléa
Production Digital District
Post producer Didier Le Fouet
Sound Production The Hot Line
Producer Aline Bernard
Sound Engineer Adrien Le Blond
PR Agency Weber Shandwick Paris
CEO Eloi Asseline
Strategic Planner Jean Paoli
Account Director Emilie Barrail
Senior Associate Claire Rénier
Integrated media relations Dominique Laureau
School Group Yncréa – Schools HEI, ISEN, ISA
President Gérard Jousset
R&D engineer, Project manager Thibaut Defever
Client Nestlé Purina Pet Care
Business Unit Manager Specialist Pierre Durand
Marketing Manager Specialist Véronique Herman