The idea

Dogs already watch us pick up their poop. In 2025, we asked them to return the favor.

Pick Up Your Poop made at-home colorectal-cancer screening easier to discuss with an English- and Spanish-language talking-dog PSA. The companion website let someone upload a photograph of their dog and create a personalized video encouraging a loved one to get screened. There were also QR-coded poop bags, for the rare moment when the medium and the message are exactly the same thing.

My bit

I led creative technology for the AI personalization experience that turned uploaded dog photographs into shareable screening messages. For this project we developed our own version of an AI animation library, porting it to be able to run on animals. The hero film and AI tool were separate production tracks, and I am not claiming I personally animated every dog. Even I have limits.

Did it work?

The Anthem entry reports 208,000 website visits and improved recall, favorability and click-through rates. F Cancer reports that the campaign reached 144,607,102 people. Those are organization- and entrant-reported figures rather than independently audited results.

Shiny things

  • Cannes Lions 2025 — Bronze, Pharma / Branded Product or Service Promotion
  • Cannes Lions 2025 — Pharma shortlist, Use of Technology
  • Anthem Awards 2025 — Bronze, Health

People who made it happen

F Cancer, Exact Sciences, the community, Saatchi & Saatchi Canada, Partizan, Argentina Cine, JAMM and Plural. Directed by Martín Holzman.

Elsewhere on the internet

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