Who Let the Dogs Out?
Young Shits Advertising Club May 2025 Entry
Headphone usage has dramatically decreased spontaneous interactions, leading people in cities to feel lonely and isolated. So what better than a nostalgic toy to bring people together over their favorite music? The solution was clear. We couldn’t help ourselves. We let the (i)Dogs out.
Let’s place 25 iDogs throughout New York City— each playing 1 of 5 different music genres (pop, rap, indie, house, rock). We’ll make a digital map in the Spotify menu bar that encourages users to find dogs near them, plus OOH posters and a billboard teaser to spread the news. People that find the dogs in person can scan its QR code to join the collaborative Spotify playlist that the dog is actively playing.
Spotify App Interface
Tap dots on map —> locate dogs near you
Dog Interaction
Scan QR code on collar —> collaborate on dog’s playlist
A week after releasing the dogs, we’ll invite the users who joined each playlist to a live music event hosted by their favorite iDog. There, they’ll be able to party to the playlist they contributed to while connecting with others who love the same kind of music. We’ll have Spotify tease the parties on social throughout the week and send invites to those who joined the playlists.
