Musti & Mirri Oy: Be aware of the dogs

The challenge that Musti Group faced was twofold. Firstly, they needed to raise awareness about the significant impact that fireworks have on the well-being of dogs during New Year’s Eve celebrations. Secondly, they aimed to inspire behavior change among celebrators to ensure a safer and more comforting environment for furry companions. The objective was to make people truly understand the immediate and real-time consequences of their actions and encourage them to reconsider their choice of location when setting off fireworks. By provoking a sense of responsibility, the campaign sought to empower celebrators to move further away from residential buildings, reducing the distress experienced by dogs.

The insight that drove the Musti Group’s strategy was the often overlooked distress caused to dogs by fireworks during celebrations. Understanding that people may not fully grasp the extent of their actions, the campaign took a unique approach. They created a virtual dog, named Musti, equipped with reactive sound technology to represent the countless real Finnish dogs that experience terror during New Year’s Eve. Through strategic placement of outdoor media and leveraging social media platforms, the campaign aimed to visually showcase the impact of fireworks on dogs’ well-being, thus raising awareness among celebrators. By showcasing the immediate and visible reactions of Musti, they sought to prompt a change in behavior. The strategy’s ultimate goal was to create empathy, encourage responsible actions, and protect the well-being of dogs during the festive season.

To activate the campaign, Musti Group strategically utilized outdoor media in Finnish cities where fireworks pose the greatest impact on pets. Through this medium, Musti, the virtual dog, dynamically reacted in real-time to the sounds of fireworks, vividly demonstrating the fear experienced by real animals nearby. Outdoor advertisements strategically guided celebrators to set off fireworks further away from residential buildings, fostering a safer environment for pets. Furthermore, the campaign gained significant traction and amplification through social media platforms. Dog owners, deeply moved by the campaign’s message, actively shared their own personal experiences, contributing to the viral spread of awareness. The combination of outdoor media and social media engagement played a crucial role in driving the campaign’s reach, generating widespread acceptance, and fostering a collective call for responsible and considerate behavior during New Year’s Eve celebrations.