The Waiting Dog, a statue of a dog eagerly waiting for the stone men to play with him, was born. It immediately caught the attention of by-passers and spread on social media. When the city hall raised concerns about the statue’s visibility on a crowded street, the dog was suited with a reflective vest, making him detectable to stressed-out Christmas shoppers.
The campaign earned some proper love in the media, scoring a reach of 6 million and an earned media of 260 000 euros. In addition, it had the best possible turnout for Musti & Mirri, as December 2017 became one of the highest selling months in the brand’s history. Most importantly, the Waiting Dog became the pet of the whole nation.