360 CAMPAIGN | AWARENESS | PRODUCT INNOVATION
OBSERVATION: Bureaucracy is terribly unsexy. Public sector campaigns often get ignored because of their generic, sanitized tone.
INSIGHT: We only pay attention to a public issue when it becomes personally visible, sharable, or interactive.
PROBLEM: The city of Miami’s peacock sterilization plan is failing due to poor logistics and discombobulated public engagement.
IDEA: Turn peacock spotting into a Miami cultural behavior. Engage residents in a public-facing participation mechanism: identify peacocks by their unique feather patterns and track in a database where they can spot, share, and brag about it.
CONTEXT
Peacocks are an invasive species in the city of Miami, notorious for disrupting traffic, piercing mating calls, and defecating on the most opulent properties in the 305.
The city’s sterilization plan is an even bigger mess.
There is no unified tracking system for peacock vasectomies, leaving the population to rise rampantly each mating season.
Idea:
Turn peacock spotting into a Miami social behavior. Residents scan peacocks the same way they’d share street art or luxe sightings; except every scan helps map, track, and control the invasive population.
So we thought about it. We scan our fingers, we scan our faces, what if we scanned our…
Cocks?
How it works:
an app that tracks sterilized peacocks so residents can finally relax in their multi-million dollar homes.
Cock ID™ is an Ai recognition model that uses your camera to identify peacocks based on their unique feather patterns.
Residents scan the peacock on their property: if unsterilized, Peacock Patrol is immediately dispatched for humane capture and sterilization.
We let the residents of Coconut Grove and Pinecrest know in a display equally as bold.
To promote our new app, Miami Dade Peacock Patrol registered as a vendor at the Coconut Grove Farmer’s Market, a Saturday neighborhood tradition.
At our stand, we showed locals how to use the app at our Pea-Cup Coffee Truck.
And we made t-shirts. Because peacock vasectomies are expensive.
Like, really expensive.
MADE BY
strategist | Dominika Rocco
web designer | Emily Gonzalez
copywriter | Matilda Madfis
art director | Matilda Madfis