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.
To combat the infestation, the city implemented a sterilization program.
It is currently failing due to poor logistics and discombobulated public engagement:
there is no unified tracking system for peacock vasectomies, leaving the population to rise rampantly each mating season.
So while Miami has historically embellished this peculiar problem…
A solution was nowhere in sight.
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Bureaucracy is terribly unsexy. We’ve all heard ‘Reduce, reuse, recycle’.
Public sector campaigns often get ignored because of their generic, sanitized tone.
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How could we get people to pay attention to a problem that has historically been embellished?
The same way local institutions have been doing for years.
Instead of appealing to civic duty through traditional public sector messaging, we utilized the same approach Miami businesses have successfully used for decades: taking pride in it.
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To mobilize a community, we needed a solution as bold and beautiful as the problem itself.
So we thought about it. We scan our fingers, we scan our faces, what if we scanned our… cocks?
Miami homeowners scan peacocks on their property with an app that identifies unsterilized fowl by their unique feather patterns; each scan helping map, track, and control the invasive population in a city-wide database.
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.
How It Works
An app that tracks sterilized peacocks so residents can finally relax in their multi-million dollar homes.
We let the residents of Coconut Grove and Pinecrest know in a display equally as bold.
MADE BY
art director, copywriter, illustrator | Matilda Madfis
strategist | Dominika Rocco
app designer | Emily Gonzalez