April 23rd is National Lost Dog Awareness Day—a day that shines a light on the staggering fact that 1 in 3 dogs go missing in their lifetime. For Fi, a brand built to prevent that outcome, it felt like a moment we had to show up for. We saw the opportunity to turn a day rooted in worry into one that quietly celebrated peace of mind.
By reimagining the classic lost dog poster, we spotlighted real Fi dogs who aren’t lost—because they’re wearing a Fi Collar. Placed near NYC dog parks and high-foot-traffic areas, the posters looked heartbreakingly familiar… until you realized the twist. A low-cost, high-impact activation that brought emotional resonance, cultural relevance, and brand awareness to the streets—right where dog parents live.
CCO: Bryant Brennnan
ACD: Ursula Holtzman
Copy: Devin McGillivary
Design: Ryan Gifford
Even Ad Age took notice—our “Not Lost Dog” campaign was featured the very next day as one of the 13 Creative Campaigns to Know About Today. A scrappy, low-lift idea with real emotional impact—and proof that when you hit the right cultural nerve, people pay attention.