CHALLENGE
POOWS wanted to be present at Industributie 2026 at the Muziekgebouw aan ’t IJ but did not have official permission to enter the event. The challenge was to create a noticeable and brand-relevant presence that visitors could not ignore, and that had the potential to generate press attention.

IDEA
If POOWS couldn’t go inside the food industry event, it would show up outside in a way that is directly connected to food and the brand’s purpose. POOWS turned the area outside the venue into a food festival for dogs.

EXECUTION
Outside the Muziekgebouw, POOWS installed a large dog-feeding structure: a giant bone holding real POOWS heart-shaped snacks. Owners stopped, filmed, and shared the moment, making POOWS impossible to miss without being officially present inside the event.

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