These Gift Card Bones Can Only Be Found by Dogs

To mark International Dog Day yesterday, Leo Burnett Israel launched a campaign for Tel Aviv Azrieli Mall announcing that it's now a canine friendly mall.

While dogs are greatly loved all over Israel, Tel Aviv takes it to a different level. There are 25,000 registered hounds in Tel Aviv – which is one pooch for every 17 human city-dwellers, effectively the highest per-capita ratio of dogs to people in the world, making it ‘the most dog-friendly city in the world’. The city offers dog owners and their pooches everything: from a designated digi-dog app for access to important information like vaccination reminders, a lists of vets, dog walkers and training courses right down to directions to the nearest dog park, info about dog movie screenings, doggy marathons, and festivals.

So, to celebrate Tel Aviv’s love affair with its pooches and entice dog owners to visit Azrieli Malls, Leo Burnett spread dog bones all over Tel-Aviv and sprayed them with a scent that would attract the city's four-legged friends. We then targeted dog owners on social media and provided them with clues as to the whereabouts of our SNIFF CARDS. Once found, owners could scan the bone and were issued a 200 NIS SNIFF CARD, redeemable at speciality shops within the Azrieli Mall.