Dog poop on the streets is more than just a source of irritation to the inhabitants of Copenhagen, it also has a significant impact on tourism. The challenge the project faced was that no one wanted to talk about the issue on the streets. So to bring attention to the city’s poop problem we created a book. A coffee-table book designed so perfectly that the media couldn’t ignore its message. The result was a lot of attention: Instant nationwide debate on TV, radio, newspapers, both off- and online. Without any paid media the campaign received over 2.7 million media exposures – over half the country’s population.
Massive media coverage