Febreze Outdoor DOGGIE TRASH CAN by NEWSTYLE

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DOGGIE TRASH CAN

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Industry Household maintenance & pet products, Pet Food, Pet Care Products & Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency NEWSTYLE
Creative Director Ricardo Brad Correia
Art Director Tatiane Piovezam
Copywriter Victor Carvalho
Producer Tatiana Monteiro, Sandra Freitas, Carlos Espinoza
Photographer Carlos Alkmin
Account Supervisor Erika Lopes
Released January 2012

Credits & Description

Category: Small Scale Special Solutions
Advertiser: P&G
Product/Service: FEBREZE PET
Agency: NEWSTYLE
Chief Creative Officer: Claudio Xavier
Creative Director: Ricardo Correia
Copywriter: Victor Carvalho
Art Director: Tatiane Piovezam
Photographer: Carlos Alkmin
Art Buyer: Paula Valéria
Account Supervisor: Erika Lopes
Producer: Sandra Freitas/Tatiana Monteiro/Carlos Espinoza
Account Manager: Carolina Vanuci
Planner: Claudia Bertoni
Account Manager: Carolina Vanuci
Planner: Claudia Bertoni
Other Credits: Chief Account Director - Alice Coutinho

Ambient Execution Description
To convey the idea that abandoning a dog is the same as throwing it in the trash, we set up a "doggy trash can" in front of one of the largest pet shops in the city and next to recycle bins. Inside of it was a sound system that played the sound of puppies crying, drawing people that were passing to it, where they opened the lid to find our message, telling them about the plight of stray dogs. The initiative was filmed and became an internet video that was widely shared on social networks.