Street Vet
Purina Veterinary Diet
Issue 51 | June 2019
Agency
McCann Paris
Creative Team
Executive Creative Director, President Creative Riccardo Fregoso Executive Creative Director Julien Chiapolini Creative Directors Ce´dric Astrella, Se´bastien Boutebel Senior Art Director Philippe Puech Art Directors Lauren Haberfield, Adriana Luzzatto Copywriter Cle´ment Le Bars
Production Team
Motion designers Valentin Audubon, Karim Victorin Production Craft, Eddy, Digital District
Other Credits
VP, Global Business Leader Ce´dric Vanhoutte Deputy General Manager in charge of Strategy Erik Bertin Strategic Planner Caitlin Bishop
Date
April 2019
Background
In 2018, more than one million dogs in France had no medical check-up at all. Without an annual check-up, many dogs may become unwell when diagnosis and treatment are too late to help.
Purina had always tried to provide simple solutions for pet welfare and wanted to raise awareness of the importance of veterinary check-ups but in a way that fitted in with the daily lives of pet owners.
Idea
Purina ProPlan, pet food for special health diets, launched Street Vet, an innovative outdoor installation that analysed dog urine and immediately detected their potential health problems.
The installations released pheromones which attracted dogs. They were encouraged to pee against the billboard pole, as dogs like to do, whereupon the technology went to work to analyse the dog’s urine sample. The result was projected onto the display screen within 30 seconds.
If there were small imbalances, Street Vet suggested dietary changes to help. Anything more serious, pet owners could download the test result and take it to a veterinarian for further investigation.
Taking two years to research and build, Street Vet was able to detect four major health issues in dogs: diabetes, kidney problems, urinary infection or cholesterol.
Results
Not yet available
Our Thoughts
There is a revolution happening in healthcare as technology transforms how we maintain our health, report and identify symptoms of illness and then check in to see the doctor. But how typical that we should see early evidence of this metamorphosis in petcare. Virtual check- ups for humans are already a reality and AI, VR and AR are all being pressed into service, but slowly. Have human beings been peeing on Purina’s stick, I’d like to know? If a dog’s health can be assessed in 30 seconds, how come it still takes weeks, if not months, to get diagnosis and treatment in the UK? Congratulations to Purina for showing the medical establishment at large what’s possible.