English
Social Innovation Design

Bruketa&

A Poster That Finds Lost Dogs

Project

Annually in Croatia, over 1,500 dogs go missing or get lost, creating a significant emotional burden for owners and a real risk for the animals. As part of a campaign to promote GPS trackers for pets, Hrvatski Telekom installed an innovative billboard that not only communicates the problem but actively participates in solving it.

The billboard is equipped with a mechanism that releases the scent of food, and next to it is a bowl of water to attract a lost dog and keep it in a safe place until its owner finds it. It was placed on the Sava embankment near Savica, next to a dog-friendly park, in a location frequented daily by a large number of dogs and their owners.

The concept is based on a simple but powerful insight: dogs are guided by their sense of smell in everything. This insight was translated into a functional outdoor solution that goes beyond conventional advertising and demonstrates how communication, technology, and design can help in real-life situations. The project connects the emotional value of pet care with the practical function of GPS trackers, which allows owners to always keep their dogs under supervision and prevent stressful situations of losing them.

Year

2025

Mentors and collaborators

HT
Branka Bajt (brand director)
Javorka Jovančević (head of department)
Ivana Frankol (brand manager)
Helena Palčić Videk (brand specialist)

BRUKETA&
Vito Kasumović (senior copywriter)
Martina Brnić (project manager)
Davor Bruketa (creative director)
Vanja Činić (creative director)
Tea Silvija Vlahović Mlakar (head of strategy)
Ivana Momčilović (art director)
Lucija Čičin-Šain (designer)
Ivona Grepo (designer)
Roberta Kranjec (project director)
Anja Pečovnik (head of video production)
Iva Marenić (senior motion designer)
Radovan Radičević (head of DTP)
Željka Tročak (DTP operator)
Dragan Karanušić (DTP operator)
Davor Ćosić (senior PR specialist)

PARTNERS
Damir Žižić (photographer)
Domagoj Kunić (photographer)
Tomislav Zeljko - Hanger Media (poster production)
Dario Oxenham - Hanger Media (poster production)

Client

Hrvatski Telekom

Author

“Bruketa&” is an independent strategic consultancy for reputation, brands, communication, and transformation. For over 30 years, it has been helping companies, institutions, cities, and countries increase their value by shaping the way people see, understand, and remember them. It operates at the intersection of strategy, business, culture, design, communications, and technology, developing brands, communication platforms, and organizational transformations.

In addition to strategic positioning, the agency designs products, services, user experiences, and social initiatives. Believing that reputation and trust are among any organization's most valuable assets, it helps clients define their role in society and turn strategy into a story people believe in.

“Bruketa&” is one of the most internationally awarded agencies in this part of Europe, with more than 800 domestic and international recognitions. It has been awarded multiple times at the “Cannes Lions” festival, the world's most prestigious creativity competition, and has won 32 “Red Dot” awards, including four “Best of the Best” accolades, the highest number in the region. Their projects have also been awarded at leading international competitions such as “D&AD”, “Clio Awards”, “The One Show”, “ADC New York”, “New York Festivals”, “Eurobest”, “Epica”, “Effie” (three Grand Prix awards), “iF Design Award”, “London International Awards”, “Cresta”, and “Graphis”.

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