Sick of staring at your iPhone while waiting for the train? Now, you can play fetch with a virtual pup thanks to GPY&R Melbourne and JCDecaux.
GPY&R and JCDecaux have developed an interactive outdoor campaign that allows commuters to play with a dog.
The campaign is for The Lost Dog's Home and aims to rehome more lonely pups and show the companionship one can offer.
‘Wait with a Mate’ uses digital technology to track throwing motions via an in-built sensor and accordingly triggers a digital ball’s throw. Once the dog has retrieved it, a real ball with adoption information gets dispensed at participants’ feet.
The Lost Dogs’ Home communications manager, Martha Coro says: “There’s no more unique bond than that of an owner and their dog. Not only are dogs a source of companionship, but they can also help with loneliness and depression. We wanted to celebrate that by brightening up everyone’s daily commute with these loveable creatures.”
The campaign was unveiled at Southern Cross Station in Melbourne on 12 December.
GPY&R Melbourne creative director, Jake Barrow, says: “There’s no wait like the wait at a train platform. This idea aims to provide a sweet little pick-me-up and leave an impression that lasts long after a commuter gets home. JCDecaux have been the perfect partner to bring this digital outdoor meets DM project to life.”
Credits:
Agency: GPY&R Melbourne
Creative Director: Jake Barrow
Copywriter: Michael Barticel
Art Director: Joey Newton
Creative: Janice Ko
Creative: Carissa Finneren
Designer: Caleb DeGabriel
Designer: Simon Gray
Production Manager: Gerry Matthee
Executive Producer: Romanca Jasinski
Junior Producer: Emma King
Director: Hayden Gregory
Senior Editor: Raphaela Lee
Account Director: Cathryn Reed
Account Manager: Daniel Liberale
Agency: JCDecaux
Head of Creative Solutions: Alan Klein
Innovate Project Executive: Ashley Taylor
Agency Sales Executive: Amanda Wells
The Lost Dogs’ Home:
Communications Manager: Martha Coro
Communications Officer: Kim Huynh
