The Dog is My Friend Magazine Print TOILETS by J. Walter Thompson Moscow


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Industry Public awareness
Media Print, Magazine & Newspaper
Market Russia
Agency J. Walter Thompson Moscow
Art Director Andrey Shtapauk
Copywriter Igor Zatevakhin
Designer Alexander Medvedev
Account Supervisor Ekaterina Filimonova
Released February 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Chief Creative Officer/Copywriter: Ivan Chimburov (JWT Russia)
Art Director: Andrey Shtapauk (JWT Russia)
Designer: Alexander Medvedev (JWT Russia)
Copywriter: Igor Zatevakhin ("The Dog Is My Friend" Magazine)
Account Supervisor: Ekaterina Filimonova (JWT Russia)
Strategic Planning Director: Andrey Slepchenko (JWT Russia)
Media placement: Ambient (trees) - Central parks and boulevards - 1 February 2012

Describe the objective of the promotion.
To teach dog owners to clean up their their do's waste.

Describe how the promotion developed from concept to implementation.
Dog owners do not pic up after their pets in Russia. They just never thought about it. That’s why we want them to look at their dogs as on human beings.
We decorated trees in the parks as flush toilets and suggested to pet-owners to act as if it would be real place, but 'out of service'. You can’t persuade your pet to do it in another place – it’s a call of nature, so you have to clean the place after yourself (your pet). To make the task easier we even put some bags on the posters.

Explain why the method of promotion was most relevant to the product or service.
That was the place and the time when problem conceives. That was the place and when pet-owners are a little bit uneasy – they know that they ‘litter’. That was a place and the time when they were most ‘receptive’ to our suggestion and everything was provided for them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
They are actually good people, dog owners. They just never thought about cleaning. So we slightly push them there and it worked. More than 1,200 kilos of dog waste was picked up by dog-owners themselves. The programme goes further as neighbours saw the results and started to put extra bags up when the supply was out. The action was picked up in other regions.