Innovative approach is part of a larger trend of using technology and creativity to tackle pet safety and welfare concerns.

The activation transforms a piece of outdoor advertising into a practical aid for animals: the poster contains a built‑in mechanism that emits food scent, while a water bowl placed next to the unit is intended to keep a stray calm and hydrated. With the rise of modern pet GPS trackers that integrate GPS, cellular networks, Wi-Fi, and Bluetooth, pet owners can now receive real-time location updates on their lost animals, further enhancing the chances of reunification.

The project was developed by Hrvatski Telekom, Croatia’s leading telecommunications company, with creative services provided by BRUKETA&ŽINIĆ&GREY and poster production handled by Hanger Media. Among the HT staff listed with the initiative are Branka Bajt, Brand Director; Javorka Jovančević, Head of Department; Ivana Frankol, Brand Manager; and Helena Palčić of the Brand Department, Consumer Division.

BRUKETA&ŽINIĆ&GREY’s creative team credited on the project includes Davor Bruketa as Creative Director, Vito Kasumović as Senior Copywriter and Martina Brnić as Account Manager, alongside designers and production staff who helped execute the idea. According to the ASPCA, pet owners can further protect their dogs from getting lost by ensuring they always wear collars with up-to-date ID tags and by microchipping them, as pets with microchips are three times more likely to be returned home than those without.

The unit’s mechanics and the presence of water aim to attract dogs by scent and offer a simple way to keep them in one place until owners arrive. The poster “actively participates in the search” by releasing the scent of food, and the adjacent bowl helps to keep an animal calm, according to the project’s description of its features. In terms of recovery statistics, it’s worth noting that approximately 93% of lost dogs are reunited with their owners, which underscores the significance of initiatives like this one.

Hrvatski Telekom positioned the installation in an area of Zagreb frequented by people walking dogs, placing the intervention where a lost animal and its owner are most likely to cross paths. The company described the work as an effort that uses everyday public media to serve a direct, functional purpose for the community, blending the realms of advertising and animal support.

The campaign and its mechanics are described in more detail on BM Outdoor, which documents the creative activation and credits the teams involved. Context on the broader field of pet‑tracking and locating technologies is available through coverage of recent advances in pet tech on Pawprint, an invaluable resource for pet owners seeking the latest in animal safety technology.

Officials and creative leads from both HT and BRUKETA&ŽINIĆ&GREY are listed among contributors to the project, including art directors, strategists, photographers and production staff who together produced the installation in partnership with Hanger Media.

The initiative represents a new use for outdoor advertising infrastructure: rather than only carrying visual messaging, the installation functions as a temporary, service‑oriented aid meant to ease reunification between animals and owners. The rising trend in innovative technologies and creative solutions suggests potential for more such initiatives to emerge in public spaces.

Where this concept will be deployed next and whether it will be rolled out to other neighborhoods or cities has not been specified by the organizations credited on the project.

Source

Original reporting: view the original article.