Here is another demonstration of how human creativity can work with technology to make life better in surprising ways. Bruketa&Žinić&Grey and Hrvatski Telekom (HT), a member of the Deutsche Telekom Group, have transformed out-of-home media in Croatia into a tool for finding lost dogs as part of its GPS Pet Tracker campaign.

Instead of asking passersby to keep an eye out, the poster actively participates in the search. A built-in mechanism releases the scent of food, while a water bowl placed beside the unit helps keep a stray calm until the owner arrives. The first installation is live in Zagreb, in the area where people often walk their dogs.

For HT, the project reframes media from message to utility. It makes the promise of a GPS locator tangible in the real world – through behavioral design, not spectacle. The idea is rooted in a simple truth. Dogs follow their noses. That insight becomes a practical intervention that earns attention by being genuinely helpful, and it can be replicated near parks, trails, shelters, and other dog routes in markets beyond Croatia.

“In Croatia, more than 1,500 dogs go missing or stray each year, creating an emotional burden for owners and a real risk for animals. 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 are in fact extremely important life situations. If this experiment helps save even a single dog, we have already done a great thing,” stated Branka Bajt, brand director at Hrvatski Telekom.

Both the concept and execution were developed by Bruketa&Žinić&Grey, engineered from the ground up around canine scent and the realities of outdoor media, turning a static billboard into a scent beacon. The activation is part of a broader campaign promoting HT’s GPS locator for pets, designed to help owners keep their dogs under supervision and reduce the stress of loss.