Dogvertising

Called "Dogvertising," the activation reimagines traditional event media through a dog's perspective. Instead of human eye-level advertising, LYX created bacon-scented, dog-height signage, hydration checkpoints, sniff stations, play experiences, hydration testing and interactive touchpoints designed around how dogs actually move, play, hydrate and experience the world.
The event also revealed just how real the issue is. During an on-site hydration test in which dogs were encouraged to pee on a designated LYX poster, 80% of those tested showed signs of dehydration.
The campaign was inspired by the insight that while most pet marketing is built for pet parents, the best pet brands understand the relationship between dogs and their people. By engaging dogs first, LYX gives owners a more natural, emotional and educational way into the brand while helping them recognize a hydration problem many don’t realize their dogs may have.
"Traditional advertising is designed to interrupt people. Dogvertising was designed to engage dogs," said Eric Rojas, Founder and Chief Creative Officer of Six+One, the agency behind the campaign. "If dogs are the consumer, why isn't the experience built around them? That led us to rethink everything from media placement and interaction design to hydration education through a dog's eyes, while still giving pet parents a clear reason to learn, care and act."
The activation includes dog-level media placements throughout the event grounds, hydration stations, branded play experiences, hydration checkpoints, and a series of experiential touchpoints intended to educate owners about canine dehydration while creating memorable interactions for their pets.