Urban Doggy Fit.
Generali France turned benches, posts, lampposts and ramps into dog-fitness equipment, with tutorials and a Boulogne-Billancourt bus shelter rebuilt as a gym for dogs.
- Brand
- Generali
- Market
- France
- Region
- Global
- Year
- 2024
The challenge
Dogs in French cities have few places to exercise: Generali counts only about thirty dog parks in Paris, and the SPA, France's animal-welfare society, says 40% of urban dogs in Europe are overweight.
The idea
With the SPA's support, Generali launched Urban Doggy Fit, a free programme of exercises that use ordinary street furniture, from slaloms between posts to work on benches and ramps, explained in video tutorials on generali.fr created with dog-training school Nature de Chien. Dentsu Creative made the campaign and dentsu X ran the media. JCDecaux turned a bus shelter in Boulogne-Billancourt into a dog gym for a day, and a national poster run on bus shelters, 2m² panels and kiosks followed from 20 to 26 November 2024.
Case study source: Activation Ideas Source ↗
Credits
- Client / Brand
- Generali
- Production Company
- LES IMPRODUCTIBLES
- CHIEF CREATIVE OFFICER
- Sebastien ZANINI
- CHIEF EXECUTIVE OFFICER
- NATHAEL DUBOC
- CREATIVE DIRECTOR
- DAMIEN LEBREUILLY
- COPY WRITER
- ALLAN HUON
- ART DIRECTOR
- ILU SHILPAKAR
- COPY WRITER
- SACHA BAROUKH
- SENIOR STRATEGIC PLANNER
- FREDERIC CALLY
- HEAD OF BRAND GENERALI
- ADELIN PYFFEROEN
- MARKETING AND DIGITAL GENERALI
- BARON CHRISTELLE
- CHIEF STATEGY OFFICER DEPUTY GENERAL MANAGER
- ALEXANDRA SERVANT RONY
- ACCOUNT MANAGER - DENTSU X MEDIA BRAND
- CAROLINE DE ABREU
- DEPUTY GENERAL MANAGER - DENTSU X MEDIA BRAND
- JENNY MONTEIRO
- WELLCOM - PR AGENCY
- PAULA MARTINS
- DENTSU CREATIVE HEAD OF PRODUCTION
- MARINE PETITFRERE
- DENTSU PROJECT MANAGER PRODUCTION
- LOU-ANNAH BIANCHI
- MANAGING DIRECTOR
- THOMAS DOLLEANS
- ACCOUNT MANAGER
- THIBAULT HAMON
- PROJECT MANAGER
- SOFIYA VOLPERT
- DEPUTY GENERAL MANAGER & COMMERCIAL MANAGER
- AMELIE OZOUF
- PLANNER
- ZOE DELMERE
- DEPUTY GENERAL MANAGER
- MICHEL KOVALSKI
- ART DIRECTOR
- CHARLOTTE TURQUOIS
- ART DIRECTOR
- MANON BOUTLEUX
- PRODUCER
- MARINE ASSOULINE
- EXECUTIVE PRODUCER
- BAUDOIN DU SARTEL
- DIRECTOR
- REMY DOM GUYEN
- JC DECAUX OUTDOOR (STREET FURNITURE/EQUIPMENT)
- CLÉMENTINE LASNIER
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