by Casper Johansson in New Trends on Tuesday 30 September 2008

Throw Us A Bone is an innovative Sydney Dogs and Cats Home fundraising campaign from the M&CSaatchi/Mark agencies and represents the first time in Australia that people will be able to enjoy two-way interactivity with a live outdoor advertisement. Launching on October 1st on a massive 7m x 7m outdoor cinema screen in the Customs House forecourt at Circular Quay, the quirky and playful campaign has been designed and animated by Sixty40. They have created a character, Frankie the Wonder Dog, who when let loose on his big screen will bark, yelp and more for people to throw him a bone. Passers-by simply text their name to a campaign number to throw a virtual bone onto the screen for Frankie. As he grabs the bone, the donor’s name will appear and Frankie will break out into one of his stunts. Clever!