14 December 2016 – GPY&R Melbourne and JCDecaux have developed a new interactive Citylight for The Lost Dogs’ Home that allows commuters waiting for a train to ‘play fetch’ with an energetic virtual pooch.
‘Wait with a Mate’ is a fully immersive experience that tracks 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, said: “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.”
GPY&R Melbourne Creative Director, Jake Barrow, said: “When we created this campaign we wanted to give commuters a chance to take a break from their day-to-day lives and make a new furry friend. It’s been an incredible process working with both The Lost Dogs’ Home and JCDecaux to bring this project to life.”
Leveraging JCDecaux’s market-leading creative solutions, digital technology and high foot-traffic experiential locations, this immersive activation delivers the perfect platform to connect with consumers in a memorable and meaningful way.
JCDecaux Head of Creative Solutions, Alan Klein, said: “We’re incredibly excited to see people interact with this world-class technology. This campaign shows what is possible when you bring together a group of dedicated individuals for a great cause.”
The interactive Digital Citylight was unveiled at Southern Cross Station in Melbourne on 12 December and’ Adopted and Adored Ambassadogs’ were at the event. Information and adoption advice and offers will be provided by The Lost Dogs’ Home staff and volunteers every day from 12 to 18 December.
GPY&R Melbourne is part of WPP AUNZ, Australasia’s leading marketing content and communications group.