Transforming city billboards into daily walking routes that keep dogs and their owners healthy.

Too many dog owners take their dog for a 5 min walk outside. While a daily walk of 30 minutes is recommended for the dog (and owner's) health. Pedigree challenged us to come up with a way to stimulate dog owners in the city in taking a more qualitative walk. Together with JCDecaux and Clear Channel, we transformed street poster networks into dog walks of up to 2 km. Unique posters led dogs and their owners from one point in the city to another, making them discover new places while keeping in shape. Dog owners could share a picture of their walk on Pedigree's Facebook page and gain diverse Pedigree snacks along the way.

Client: Pedigree Agency: DDB Belgium Creation: Gertjan De Smet Design: Gertjan De Smet Production: DDB & Clearchannel