Publicité Sauvage offers organizations, cultural events, agencies, and products low cost and striking visibility thanks to a network of one hundred walls and more than one thousand businesses for posters and display stands. To mark its 25th anniversary, the company invited artists and communication agencies – Paprika was one of them– to take part in the creation of a series of posters announcing various exhibitions to be held throughout the year. As putting posters up on urban walls is a constant struggle – posters fight for every single space left vacant and are always being placed on top of one another – we thought of the dog, king of territorial marking. Instead of proposing one single poster to Publicité Sauvage, we created a series of two posters which were placed next to each other so as to tell a feel-good story of territory. However, in a few areas of the city, some posters were reversed when they were placed and the series ended with the dog instead of the fire hydrant. By the same token, a second meaning was added to our concept. It really seemed as if the animal were playing on competitors’ posters. It doesn’t get any wilder!