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Ogilvy: Battersea Dogs Home campaign

Work / Advertising

A dog that follows you round Westfield in new OgilvyOne Battersea campaign

OgilvyOne UK and Framestore have made a sweet, scruffy little dog called Barley on a billboard seem to follow people around, looking them in the eye and wagging his tail in response to the movements of passers-by. The campaign for Battersea Dogs & Cats Home, called #LookingForYou sees billboards at east London’s Westfield Stratford City shopping centre “come to life” when people take a leaflet about the charity. Each leaflet contains an RFID tag which activates Barley – a former Battersea dog – to follow them as they walk past the billboards and interact with them. It’s a sweet campaign that goes hard on the emotional pull, perhaps likely to affect those in the strange dystopia of a huge shopping centre more than most. Aside from the cuteness, the tech is very impressive, and it’s worth noting that Framestore was also behind one of the most heart-string-tugging films of the past few years, Paddington.

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Ogilvy: Battersea Dogs Home campaign