U.K. animal rescue shelter Battersea Dogs & Cats home has launched a clever outdoor campaign in which the digital dog on a poster appears to "follow" people who have just picked up a leaflet from the organization.
Visitors to shopping mall Westfield Stratford City in East London this week are being handed specially designed leaflets containing an RFID tag. As they walk past the outdoor billboards around the mall, the tag activates Barley, a former Battersea dog, on the screen. Barley barks, runs towards them and generally looks imploring as they engage with the poster, although he disappears if they move on.
Agency OgilvyOne (whose outdoor innovations have included British Airways' Magic of Flying campaign, that reacted in real time to planes flying overhead) worked with VFX giant Framestore to bring the dog to life, while RFIDiom and Exterion Media worked on the leaflet and poster technology. OgilvyOne claims the campaign, which runs all of this week, is a world first in outdoor advertising.