Dog poop is more than just a source of little irritation in a major city.

To create attention to the problem we needed to create involvement, not just another advertising campaign. Our solution was to produce a book - a coffee-table book designed so perfectly that the media couldn’t ignore its message.

The results were a lot of attention. Instant nationwide debate on TV, radio, newspapers, both off- and online. Without any paid media the campaign received over 2.7 million media exposures - over half the countries population.

AWARDS:

Post DK Direct Marketing Award (Bronze)

Cannes Lions 2012 (Shortlist)
Creative Circle Award 2012 / Editorial (Shortlist)
Creative Circle Award 2012 / Integrated (Shortlist)

ECHO Award 2012 (Shortlist)

AGI Print Award (Shortlist)

Agency: Halby Kaag JWT