Dogs selling cat food.

A transmedia retail activation designed to disrupt category perception at the point of purchase by introducing an unexpected behavioral interruption: dogs engaging with cat food in a cat-dominated shelf environment.

The work explores how attention can be engineered through contradiction, presence and live interaction within physical retail spaces, transforming a simple product shelf into a moment of narrative disruption.

IN A SHELF FULL OF CATS,
THAT’S ALL IT TAKES
TO BREAK ATTENTION.

RETAIL / IN-STORE ACTIVATION
A live installation inside retail environments featuring real dogs interacting with the cat food shelf. The activation transforms a standard shopping context into an unexpected behavioral scene, designed to stop attention, create curiosity and shift perception at the point of decision.

EXPERIENTIAL / LIVE MOMENT
The presence of real dogs introduces unpredictability, emotional response and immediacy, turning the retail space into a live brand experience rather than a passive product display.

CONTENT & PR AMPLIFICATION
The activation is designed to be naturally documented and shared, extending the retail moment into social and earned media through human reaction, animal behavior and unexpected contrast. The physical disruption becomes a content system.

CORE IDEA
Dogs in a cat world. Attention follows contradiction.

My role: Ideation Creative, Art Direction

Creative Agency: Bubblegum, Barcelona.