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.
PROBLEM
The city’s sterilization plan is an even bigger mess.
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.
INSIGHT
Bureaucracy is terribly unsexy. Public sector campaigns often get ignored because of their generic, sanitized tone.
IDEA
We thought about it. We scan our fingers, we scan our faces, what if we scanned our… cocks?
We turned peacock spotting into a Miami cultural behavior.
Residents scan peacocks with an app that identifies by their unique feather patterns, each scan helping map, track, and control the invasive population in a city-wide database.
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
UX designer | Emily Gonzalez
copywriter | Matilda Madfis
art director | Matilda Madfis