American Ad Age includes “The Billboard That Finds Lost Dogs” among 15 global campaigns you should know about

American Ad Age, the most influential magazine in the global advertising and marketing industry, has included the project by Hrvatski Telekom and Bruketa&Žinić&Grey on the list of “15 creative campaigns to know about today” This is the first Croatian project covered by Ad Age in almost ten years, making this recognition an important moment for the local creative community and confirming that ideas originating in Croatia have international relevance.

Let us recall, Hrvatski Telekom, in collaboration with Bruketa&Žinić&Grey, installed an innovative billboard that helps find lost dogs. It is equipped with a mechanism that releases the smell of food, and next to it is a bowl of water to attract a wandering dog and keep it safe until the owner finds it. The billboard is located on the Sava riverbank in Zagreb, a place where many people walk their dogs every day.

In Croatia, more than 1,500 dogs go missing or get lost each year, which is a major emotional burden for owners and a real risk for the animals. This initiative therefore offers a practical and creative solution that actively participates in the search, rather than remaining within the usual scope of advertising. The activation was designed as part of a broader campaign promoting a GPS locator for pets, which allows owners to keep their dogs under constant supervision and prevent stressful situations of loss.

The concept and execution were developed by Bruketa&Žinić&Grey, starting from the simple fact that dogs are guided by their noses. This insight was translated into a concrete on-site solution that can help save someone’s pet. The project is part of a wider campaign for HT’s GPS locator for pets.

Ad Age was founded in 1930 in Chicago and is one of the oldest and most influential publications in the field of advertising. The New York Times described it in 2014 as the largest publication in the advertising industry, and its reputation rests on consistent journalistic rigor, in-depth market analysis, and influential rankings. It is known for lists that shape the industry, such as the Agency A-List, 40 Under 40, Creativity Awards, and Marketer of the Year, which significantly influence the reputation and business opportunities of agencies and brands.

Being included in Ad Age’s selection confirms that this is an innovation that brings together creativity and social usefulness, showing how behavioral design can be used to solve concrete problems, with the potential to scale to different locations and markets.

It is also worth recalling that it was Ad Age that, in 2016, named Bruketa&Žinić&Grey (then Bruketa&Žinić) International Small Agency of the Year.