Trade Dog Poop for WiFi, Thanks to DDB

Campaign for Web client keeps parks a little cleaner

Headshot of Tim Nudd

You really shouldn't have to be rewarded for picking up your dog's feces off the ground. It should be the automatic, decent thing to do. But sometimes people need to be incentivized. (I lived in Inwood, in upper Manhattan, for a few years—in that neighborhood in particular, not everyone assumed it was their duty.) Now, DDB Mexico and Internet portal Terra have come up with an intriguing way of getting people to pick up their dog's poop—by giving them free WiFi service in return. Check out the video below for more. "When people throw away their bags of poop in a special box in the park, it calculates the weight and Terra gives everyone free minutes of WiFi in the park," says the writeup on Creativity. "The greater the weight, the more minutes are added—and everyone can enjoy a poo-free park." It's the old saying: Waste not, want not. How the machine distinguishes between dog poop and other garbage is unclear.

@nudd Tim Nudd is a former creative editor of Adweek.