Roopellent
I’ve done a lot of road trips. And seen a lot of roadkill. It’s also fact, 9 in 10 fatal highway accidents are caused by wildlife. So what if NRMA could reduce that number and the inevitable payouts? We teamed up with Curtin University and created Roopellent: a synthetic dingo urine that wards off skippy. We mixed Roopellent into road paint, sprayed it from pressure activated road plates and more.
Results
After thousands of research dollars spent, a change of marketing manager led to a change of agency and Roopellent went the way of the Tassie Tiger. RIP Roopellent. You were a lifesaver to humans. And a PR masterstroke for dingos (Dingo saved my baby!).