McCann Paris took advantage of the natural behaviour of dogs peeing on the streets, and used the placement of the outdoor medium to deliver a better experience for everyone. While digital billboards are becoming more advanced, reacting to weather, touch, time, and motion, they’ve never reacted to dogs’ urine, which they often come in contact with. Street-Vet elevated this medium by integrating the technology to analyse the dogs’ urine and transform a billboard into a street laboratory, serving as an important reminder for dog owners to visit the vet.

What did the judges have to say?