With a media premiere, we surprised people on Vienna’s biggest railway station, the Westbahnhof, by turning an infopoint into a ultimate gamezone. Based on this, we transformed people using augmented reality in a very playful and innovative way incorporating stray dogs. The User in front of the screen captures the dog mask and the resulting image is distributed by social media. It was possible to send the image by email, savie it using a QR-Code on a smartphone and send it through social plugins to the preferred social media channel.

Nearly 2.500 participants spread the word, sharing their photos as a stray dog and joined our team. People got together by Out-of-Home and Social Media to build up awareness for the situation in the Ukraine. We expected from this campaign that we can appeal to a new and tech-savvy target audience. A younger audience, people who want to deal in a playful way with the issue of animal welfare.

The absolute benefit of this animal welfare project was the awareness for the worse situation of the stray dogs. Four Paws evoked Austria’s compassion for thousands of Ukraine's stray dogs.