Hrvatski Telekom (HT), Croatia’s leading telecommunications provider and a member of the Deutsche Telekom global brand, has launched an innovative outdoor project designed to help locate lost dogs. Created in collaboration with the creative agency Bruketa&Žinić&Grey, the activation transforms a traditional poster into a functional, real-world tool that assists stray pets directly on the street. More than advertising, the project reframes outdoor media as public utility.
A poster designed to assist, not just inform
Unlike conventional lost-pet posters that rely on passersby to spot and report, this installation actively participates in the search. The unit includes a scent-release mechanism that emits the smell of food to attract dogs wandering nearby, while a water bowl positioned beside the structure helps keep a stray calm and hydrated until the owner arrives.
The first installation is live in Zagreb, placed in an area frequently visited by dog owners and known for regular pet activity. By tapping into natural canine behavior, the poster becomes an effective intervention that blends utility with creativity.
From advertising message to real-world utility
For the OOH community, this project represents a fundamental shift: outdoor media used not merely as a messaging platform but as a functional tool. Instead of showcasing the benefits of HT’s GPS locator for pets, the activation demonstrates them in a tangible, real-life scenario.
Rooted in behavioral insight — that dogs follow their noses — the poster acts as a scent beacon that can draw stray animals toward a safe location. It’s a humble yet powerful example of how creativity can meaningfully support everyday challenges faced by pet owners.
Addressing a real emotional and societal issue
In Croatia, more than 1,500 dogs go missing or stray each year, creating emotional distress for owners and safety risks for the animals. This activation acknowledges the depth of that experience and positions technology as a supportive ally during one of the most stressful moments for any pet owner.
“Losing a pet is one of the hardest moments for any owner. Our aim is to show how technology and innovative solutions can enrich what may seem like small, but extremely important life situations. If this experiment helps save even a single dog, we have already done a great thing.” — Branka Bajt, Brand Director at Hrvatski Telekom
Engineering a new kind of outdoor media
The concept and execution were developed by Bruketa&Žinić&Grey, engineered around scent dynamics, outdoor durability, and safe interaction for animals and people. What results is a static billboard transformed into a scent-based locator, aligning perfectly with the brand’s GPS tracker for pets.
More importantly, the activation is scalable. It can be replicated near parks, trails, shelters, residential neighborhoods, or any dog-walking route — offering a model of how OOH can expand beyond communication into community support.
Final thoughts
Hrvatski Telekom’s lost-dog poster is a standout example of purpose-driven OOH — advertising that doesn’t just ask for attention but earns it by helping. By turning a poster into a lifeline for pets, the project blends empathy, technology, and behavioral insight in a way that feels fresh and genuinely meaningful.
It’s simple. It’s helpful. It’s scalable. And for at least one dog and one family, it could make all the difference.
FAQs about this campaign
What is Hrvatski Telekom’s lost dogs campaign about?
It’s an OOH project that turns a static street poster into a functional aid for lost dogs by releasing food scent and providing water, helping keep strays in one place until owners can find them.
How does the billboard help find lost dogs?
A built-in mechanism releases the smell of food to attract dogs, while a water bowl beside the unit keeps them calm and hydrated, increasing the chances that owners or rescuers will spot them.
Where was the first installation placed?
The first unit was installed in Zagreb, in an area where people frequently walk their dogs and where the likelihood of encountering lost or stray animals is higher.
How is this campaign connected to HT’s GPS pet locator?
The activation is part of a broader campaign promoting Hrvatski Telekom’s GPS locator for pets, making the product promise tangible by showing how technology and smart design can support real-life situations when a pet goes missing.
What can brands learn from this OOH idea?
That outdoor media can move beyond awareness to become real utility. By grounding creativity in behavior and community needs, brands can create campaigns that are memorable, helpful, and aligned with their technology and services.
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