Musti Group

Be Aware of the Dogs

Agency: Erma&Reinikainen

A 20-foot virtual dog at the official New Year’s event of Helsinki. The dog reacted to loud noises caused by fireworks in real time.

The Be aware of the dogs campaign was visible in outdoor advertising around all the biggest cities of Finland.


The new year was once again celebrated around the world, but in many homes New Year's Eve is the scariest day of the year. Many dog owners spend the evening hiding in the bathroom trying to comfort their panicking pets. The sounds of fireworks make the evening a nightmarish experience for most dogs.

The Nordic pet care specialist Musti Group wanted to bring this problem out in the open by installing a 20-foot virtual dog, "Musti", at the official New Year’s event of Helsinki city. Musti was created and animated with 3D technology, and it heard and reacted to the sounds of fireworks like real dogs around the world. The "Be aware of the dogs" campaign was also visible in outdoor advertising around all the biggest cities of Finland + on social media. The advertisements asked people to shoot off their fireworks as far away from residential buildings as possible.

The campaign was created by the creative agency Erma&Reinikainen, whose founders Aleksi Erma and Erno Reinikainen are behind some of the most notable campaigns that have come out of Finland. Their work includes Burger King’s Pride campaign Love Conquers All and Land of Free Press, a campaign targeted towards Donald Trump and Vladimir Putin by the Finnish newspaper Helsingin Sanomat. The virtual dog was created by the Finnish production company Cocoa.

This professional campaign titled 'Be Aware of the Dogs' was published in Finland in December, 2022. It was created for the brand: Musti Group, by ad agency: Erma&Reinikainen. This Digital, Integrated, and OOH Outdoor media campaign is related to the Pets industry and contains 2 media assets. It was submitted about 1 year ago.


Advertising Agency: Erma&Reinikainen, Helsinki, Finland
Production Company: Cocoa, Helsinki, Finland
PR Agency: United Imaginations, Helsinki, Finland & San Fransisco Agency, Helsinki, Finland

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