concept/art direction product
Client
Location
Pedigree Petfoods
berlin
BACKGROUND
One of the oldest methods of reforestation comes from nature itself. Animals eating the fruits and then pooping the seeds out was the clear answer from nature on preventing the loss of the forests. The question is, how can we use that in a city?
IDEA
A campaign by Pedigree dog food, putting plant seeds into the dog food to enrich it with fibres and help the environment. When the dogs eat the seeds, they don’t digest them but just poop them. This seed enriched poop would ensure new plants will grow and be fertilised at the same time.
EXECUTION
We created a new fun packaging for the dog food enriched with seeds. It will contain a message from Pedigree and how this new food is nutritious for the dogs. There will also be a QR code on the packaging with a link to the website where they can read about the campaign and its goal. Along with the QR code, there will also be a detailed explanation of the production of the food to ensure the owners this new seed enriched food is entirely harmless for their pups but does wonders for the environment.
PLANTING
The cookie container is also reusable as a planting pot. If you think your poop project was unsuccessful, you can crumble one of the cookies into the container along with some soil and wait for it to grow. Happy pooping!
