The project The Billboard That Finds Lost Dogs, created for Hrvatski Telekom by agency Bruketa&, has been shortlisted at the international creative competition Creativepool in the Out of Home category.
Creativepool Annual is an international creative industry competition that brings together work from advertising, design, branding, film, digital and other creative disciplines. It is important because it provides international visibility to agencies, studios, brands and individuals, while awarded and shortlisted works are presented in the annual publication Annual.
Let us recall, this is a project that turns a classic billboard into a functional installation – a medium that not only communicates a message, but actively helps solve a real problem. Instead of talking about lost dogs, this billboard tries to find them. The project was created as part of a campaign for HT’s GPS locator for pets, a device that enables owners to track their pets’ movement and reduces the risk of losing them.
The starting point of the campaign was the fact that more than 1,500 dogs disappear or get lost in Croatia every year, which represents great emotional stress for owners, but also a serious animal safety issue. In order to respond to this problem in a relevant and useful way, the campaign used a simple insight: dogs on the move are most often guided by smell. That is why the billboard is equipped with a mechanism that releases the smell of food, while a bowl of water is placed next to it.
The Billboard That Finds Lost Dogs has already attracted international attention. The American Ad Age included it among 15 creative campaigns to know, highlighting it as an example of turning a static advertising format into an active, practical and socially useful medium.
The award winners will be announced at the official ceremony in London on September 10, 2026.
