Wunderman Thompson Tokyo – Activation
Barksy | The MasterPees Collection
Saving Japan’s shelter dogs by monetizing art made from… [checks notes]… their urine.
The challenge
Japanese dog shelters struggle with funding and awareness – leaving thousands of dogs with no home, at risk of being put down. How can we increase donations and adoptions at once?
The insight
Shelter dogs don’t just exist; they have bright, unique personalities – which they express every time they mark their territory.
The idea
Capture these personalities through a collection of street dogs’ street art. How? With pee on special canvas – sold physically & as digital NFTs. Yes really.
The collection
Featured copy
Dogs have been making “street art” long before we ever heard of Banksy.
The result
- 75 million JPY in media exposure value
- Dog adoptions increased 130% in the first 3 months
- 247,500 JPY per month generated from art pieces
- Record engagement on PeaceWanko’s owned social