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Cesar: Miss-U-Mat by BBDO Russia

Client: Cesar
Date: May 2016
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The BBDO Moscow team and Cesar have created a unique device called Miss-U-Mat. This mat gives any dog who is missing his owner the chance to send a message to his or her cell phone.

In today’s society we are constantly in touch with our friends. When they miss us, they are able to send messages instantly via one of many messaging channels. But man’s best friend does not have such a luxury. They spend many hours at home unable to express their feelings. In moments of intense loneliness dogs lie near the door waiting for their owners to return.

The BBDO Moscow team has decided to bring dogs and owners closer together by creating a unique device. Miss-U-Mat by Cesar is a small carpet with inbuilt detectors, which are activated as soon as the dog lies on it. A microcomputer inside the mat connects to a domestic Wi-Fi network and alerts the owner via a special Miss-U-Mat application, available for both Android and iOS. The longer the dog lies on the mat, the more touching and heart-warming messages the owner will receive, signalling to the owner to return home earlier.

Now with the Miss-U-Mat, even from far away, every dog-owner can feel a little closer to his best friend.


Creative Director: Alexey Fedorov

Creative Group Head: Ekaterina Savrasova

Senior Copywriter: Natalia Sytnik

Additional Credits: Managing Director: Natalia Tsyganova

Digital Creative Group Head: Victor Gribanov

Senior Digital Producer: Yuriy Marin

TV Production Director: Boris Anisonyan

Senior Producer: Valery Gorokhov

Junior Producer: Anna Chernaya

Music Producer: Pavel Filippenko

Group Account Director: Anastasia Dubrovskaya

Account Supervisor: Julia Tegel

Senior Account Manager: Anna Siamashvili

Creative production company: PUNCH production

Director: Alexey Belov

DOP: Konstantin Mazov

Executive Producer: Yegor Maraev

Line Producer: Tatiana Ochinskaya

Mat materials production company:

Manager: Dmitry Pavlov

Software production company: Fancy Interactive

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