Mind the Puddle

Most billboards that occupy side streets might be viewed as poor or low-priority advertising venues. However, when courting dog owners, who often frequent side streets when walking their “best friends,” such boards offer a prime location.

To enhance its message retention from Hamburg, Germany’s canine owners, Heye & Partner GmbH’s (Hamburg) billboard designs created a puddle of simulated drool beneath that collects beneath the board, which features the image of a mouth-agape Great Dane. On the other board across the sidewalk, a billboard features a photo of the client’s product, Royal Canin dog food. What canine owner hasn’t marveled at the seemingly infinite amount of drool that trickles from a hungry dog’s jowls?

To create the drool-like substance, the billboard incorporates a canister that contains jam sugar, a clear, jelly-like substance. The concoction drips from a tube beneath the poster and creates a puddle beneath the pooch’s tongue.