Digital Fetch at Melbourne’s Southern Cross Station


GPY&R Melbourne, the innovative Australian multimedia design and brand marketing agency, recently teamed up with JCDecaux for a new interactive billboard for The Lost Dogs’ Home—the preeminent animal welfare nonprofit organization promoting dog and cat adoption and responsible pet ownership.

The interactive billboard campaign lives in Melboure’s busiest train station, Southern Cross, and has been dubbed the ‘Wait with a Mate’ panel. As the video below illustrates, this digital installation allows commuters of all ages to decrease their perceived wait time by playing fetch with a virtual canine mate.  

This fun and wholesome way to pass the time tracks the throwing motion of participants with a built-in sensor that triggers a digital tennis ball to appear on the screen. When the playmate retrieves the ball and drops it on the grass for another round, a real tennis ball rolls out at the commuters’ feet. Printed on the fake tennis balls is text that reads “Your new mate’s waiting at the Lost Dogs’ Home. Adopt Today.” Parents traveling with their families may not have bargained for such pressure, but at the end of the day, this is a good cause buoyed by digital signage and a thoughtful installation.

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa,, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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