Innovative Pet Food Campaign Sees a Tiny Dog Run Through Display Ads at a Football Match

Small dogs are especially appreciated for their vitality, energy and playful attitude, which must be nourished and protected through a specific diet based on their needs, that differ from those of bigger dogs. Ultima Mini is a specific range for dogs below 10kg of weight by Ultima Petfood, developed to assure them of the right amount of nutrients and energy.

The aim of this campaign from Havas Italy was to prove in an innovative and entertaining way how a correct nutrition does positively affect small dogs’ vitality and keep their spirits and playfulness high.

When small dogs are healthy and well fed, they have the energy they need to express their vitality.

And one of their absolute favourite activities to do that is chasing balls.

That’s why the agency created a small, digital dog that would chase an especially fast and relentless ball: the one bouncing around the pitch of a Serie A football match. Using 3D technology, the agency transformed a rather static and purely brand-display driven media into a live show, as the dog chased the ball across the pitch (and other brand displays!).