INSIGHT
In every city, dogs are treated like family. They go everywhere with their owners to cafés, parks, and streets, except for one place - food festivals. While people eat, dogs wait outside. And every owner feels the same quiet guilt: my best friend is missing out.

IDEA
If dogs can’t enter food festivals, then dogs deserve one of their own. Right outside. POOWS turned the space outside a major food festival into a dog-only experience - a food festival made entirely for dogs.

EXECUTION
Outside Amsterdam’s Muziekgebouw, where a major food festival took place, POOWS built a monumental dog-feeding installation: a giant bone suspended above the pavement, loaded with real POOWS heart-shaped snacks. Dogs gathered. Owners stopped. Soon, dozens of dogs were eating together while their owners laughed, filmed, and shared the moment. To underline the care behind the idea, we showed how the installation was built: the bone was prepared in POOWS’ own facility, using real POOWS snacks like the ones dogs eat every day at home.

BRAND: POOWS
MEDIUM: Outdoor / Guerrilla Activation
CATEGORY: Self-Initiated