[mars inc. - big starts small]
Mars Inc. is the company behind brands like Extra and Pedigree. For Earth Month, we propose they bring those brands to the streets of NYC — with small, habit-changing pop-ups that make the city a little cleaner, and a lot more livable. Activations will include a gum booth that swaps cigarette butts for fresh breath, and a dog-friendly compost bin that doubles as a photo booth. The goal? Meet people where they already are — and give them small, sensory nudges toward better behavior.
problem
Litter piles up. Poop gets left behind. The city stays stuck. People know they should do better — they just don’t think their small actions will matter.
insight
People want to do good — but only if it’s easy, satisfying, and maybe a little bit fun.
A little reward goes a long way when it comes to changing habits.
[extra - extra fresh]
Wrigley branded booths styled like oversized Extra and Orbit containers will pop up across the city. Each booth filters the surrounding air and infuses it with iconic gum flavors like Spearmint and Polar Ice. Smokers can drop their cigarette butts into a disposal slot in exchange for a stick of gum — a fresh start in every sense.
Locations: High traffic plazas, outside office buildings, nightlife zones (SoHo, Union Square, Lower East Side)
[extra - extra fresh]
In city parks across NYC, Pedigree is setting up compostable pop-up photo booths for dogs and their humans. Toss your poop bag into the on-site compost bin, step inside the booth, and walk away with a photo strip and a Milk-Bone treat for your dog. Because being a good citizen starts on the sidewalk.
Locations: Dog-heavy parks (Washington Square, Prospect Park, Tompkins Square), near pet stores and dog runs
Drop the doggy bag, get a doggy-bone token, snap a photo with your pup.
American Advertising Federation Fourth District ADDY Award:
2024 Silver ADDY Award for Mars Makeover for Mars, Inc. in category “Out-of-Home & Ambient Media, Guerilla Marketing, Installations and Events Campaign”
American Advertising Federation North Central Florida Chapter ADDY Award:
2024 Gold ADDY Award for Mars Makeover for Mars, Inc. in the category “Out-of-Home & Ambient Media, Guerilla Marketing, Installations and Events, Campaign”
2024 Gold ADDY Award for Poopy Booths for Mars, Inc. in the category “Out-Of-Home & Ambient Media, Guerilla Marketing, Installations and Events, Single”