‘Stinkin’ Wonderful’

Resignation. Trepidation. Disgust. They’re all emotions familiar to dog-owners required to “stoop and scoop” after their dog does its business.

They’re also the basis of “Stinkin’ Wonderful,” a new campaign for Earth Rated—a Montreal company specializing in poop bags and grooming wipes—by its new agency partner, Arrivals+Departures.

One of the campaign’s 15-second spots shows the faces of dog owners as they contemplate their pet’s handiwork (bow-wow-el work?), before gamely pulling an Earth Rated poop bag out of its dispenser and setting to the task at hand. “For every poop. And everyone who picks it up,” read the supers before the Earth Rated logo appears.

A second spot shows a couple enjoying a backyard picnic when their sheepdog shows up with muddy paws. After some non-verbal communication about who should clean the dog, the man plucks an Earth Rated wipe from the container and happily sets to work.

Other spots focus on specific features of Earth Rated products, including the fact that its poop bags are guaranteed leak-proof and are made using 65% repurposed plastic, while another highlights its poop bag dispenser, which features a convenient clip so dog owners don’t have to handle the bag itself.

“The campaign not only celebrates the perfectly imperfect world of dog ownership, but all the thoughtful design elements that goes into all of their products,” said A+D’s chief creative officer, Jeff McEachern.

Established in 2009, Montreal-based Earth Rated is a certified B Corp that specializes in poop bags and grooming wipes. It has grown to more than 4.5 million customers in more than 40 countries. It selected A+D at the beginning of the year, part of its efforts find an agency that could turn it into a “household name.”

The campaign is running across social and digital, with an emphasis on Ontario and New York. Arrivals+Departures’ new media entity, A+D Media, handled the buy, with Skin and Bones, Nimiopere, Alter Ego, and Pirate Sound the other agency partners.

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