Purina Street-Vet is the first digital billboard to transform a dog’s natural urge into a health check. We placed Street-Vet in dog friendly areas and pheromones were released to attract dogs and invite them to pee on it. The urine was collected and directed to a sterile environment to be analysed in 30 seconds. The billboard then displayed the results. If potential signs of diabetes (glucose > 2mmol/L), kidney failure (protein level > 0.12-0.15 g/l), urinary infection (leukocytes > 10 - 15 WBC/mm3), or dietary imbalance (pH < 5.0 or > 9.0) were detected, Street-Vet suggested an appropriate Purina ProPlan product and encouraged owners to download the results and bring them to the vet. Dogs in Paris just had to listen to their natural urges, and let our unique billboard do its thing. Thanks to Purina Street-Vet, monitoring dogs health is as easy as a walk in the park.

There are over 7.3 million dogs in France, and as a passionate supporter of pets, Purina wants to make sure they all live happy and healthy lives, which means a good diet, and regular check-ups with the vet. Unfortunately, 16% of dog owners in France aren’t taking their dogs for an annual check up, meaning there are over 1 million dogs not getting the medical attention they need, Purina wanted to change that.

Digital billboards are becoming more advanced, they react to weather, touch, time, and motion, but they’ve never reacted to dogs’ urine… which they often come in contact with. We elevated this medium by integrating the technology to analyze dogs’ urine and made a health-check available where they naturally pee, in the street. Street-Vet is a condensed laboratory which collects a sample, analyzes it, and reports the results, then gives a targeted product recommendation based on those results. Dog owners can also download the results and bring them to the vet. This innovative use of the medium allows dog owners to get ahead of diseases and reminds them about the importance of regular check-ups.

Watch the tech-video in the annex for more information.