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Public Service/Social Welfare


Entrant: McCann Madrid, Madrid
Brunete Town Council Civic Awareness Campaign
"Poops Express"
  • Corporate Name of Client:
    Brunete Town Council
  • Client Account Director:
    María del Mar Nicolás Robldano
  • Agency:
    McCann Madrid , Madrid
  • Chief Creative Officer:
    Mónica Moro
  • Executive Creative Directors:
    Raquel Martínez
    Jon Lavin
  • Creative Director:
    Mikel Echeverría
  • Copywriter:
    Mikel Echeverría
  • Art Director:
    Ricardo Rovira
  • Executive Agency Producer:
    Josep Roure
  • Agency Producer:
    Juanjo Ocio
  • Production Company:
    The Film House , Madrid
  • Director:
    Juan José Ocio
  • Description of the Project:
  • The Council of Brunete, a small village some 20 miles west Madrid, was facing a problem with the dog’s poo. They contacted Mccann Madrid last year in order to plan an awareness campaign. The budget was non-existent, but the creative opportunity which supposed interested our agency and together we carried out an original campaign. “The remote control poo”. But the results were not the ones expected and, one year later, Brunete Council decided to call the agency again. Also without any budget, but this time with people of the village disposed to voluntarily collaborate in the campaign.
    During the course of a week, around twenty volunteers watched over for dog’s owners who failed to scoop. They then approached the owner and struck up a casual conversation to discover the name of the dog and picked up the poo, which was parceled and sent in a box by courier to the pet owners home.
    The campaign, developed for free by McCann Madrid, won the "Sol de Plata" award at last weekend's El Sol Ibero-American Advertising Festival.