Title	SMARTBOWL
Brand	FRESSNAPF TIERNAHRUNGS
Product/Service	FRESSNAPF
Category	A01. Innovative Technology
Entrant	OGILVY GERMANY Frankfurt, GERMANY
Idea Creation	OGILVY GERMANY Frankfurt, GERMANY
Media Placement	OGILVY GERMANY Frankfurt, GERMANY
PR	OGILVY GERMANY Frankfurt, GERMANY
Production	OGILVY GERMANY Frankfurt, GERMANY

Name	Company	Position
Dr. Stephan Vogel	Ogilvy & Mather Germany GmbH	Chief Creative Officer
Thomas Schwarz	Ogilvy & Mather Germany GmbH	Creative Managing Director
Serdar Kantekin	Ogilvy & Mather Germany GmbH	Creative Director
Kenny Blumenschein	Ogilvy & Mather Germany GmbH	Executive Creative Director
Bettina Biermann	Ogilvy & Mather Germany GmbH	Creative Director
Uwe Jacob	Ogilvy & Mather Germany GmbH	Executive Creative Director
Jan Schulz	Ogilvy & Mather Germany GmbH	Creative Supervisor Art
Hugo Kotterman	Ogilvy & Mather Germany GmbH	Junior Art Director
Marius Sommerfeld	Ogilvy & Mather Germany GmbH	Copywriter
Marina Belova	Ogilvy & Mather Germany GmbH	Art Director
Fabian Haumann	Ogilvy & Mather Germany GmbH	Art Director
Kevin Meissner	Ogilvy & Mather Germany GmbH	Junior Art Director
Martin Alles	Ogilvy & Mather Germany GmbH	Managing Director
Nils-Eric Wolff	Ogilvy & Mather Germany GmbH	Account Director
Caroline Kannen	Ogilvy & Mather Germany GmbH	Senior Project Manager
Jill Keehner	Ogilvy & Mather Germany GmbH	Global Business Coordinator
Jennifer Meisel	Ogilvy & Mather Germany GmbH	Agency Producer
Markus Hirschl	Ogilvy & Mather Germany GmbH	Conceptioner
Arno Seelhorst	Ogilvy & Mather Germany GmbH	Senior Concept Developer
Vitali Gahl	Ogilvy & Mather Germany GmbH	Motion Designer
Jens Steffen	Ogilvy & Mather Germany GmbH	Technical Director
Stefan Selge	Ogilvy & Mather Germany GmbH	Technical Director
Robert Georgi	Ogilvy & Mather Germany GmbH	Junior Application Engineer
Ralf Zimmermann	Ogilvy & Mather Germany GmbH	Senior Application Engineer
Matthias Schmitz	Ogilvy & Mather Germany GmbH	Project Engineer
Tobias Niedecker	Ogilvy & Mather Germany GmbH	Copywriter
Caspar Schmitz	Dreikant GmbH	Product Designer
Maciej Puzon	Dreikant GmbH	Product Designer
Michael Otto	Solute GmbH	Hardware Engineer
Yuri Ladyzhenskyy	Solute GmbH	Hardware Engineer

The Campaign

Fressnapf, Europe's biggest pet supplier, developed the world's first Mecosystem that tracks dogs' activity in realtime and, based on that information, shows the owner the perfect amount of food and activity needed. The direct connection to Fressnapf's eCommerce system ensures a frequent reordering of supplies before shortages come up.

Creative Execution

The patented SmartBowl consists of the intelligent feeding bowl, made of Corian and German hardwoods with an integrated scale and LED display which tracks and displays the dog's feeding habits, the interactive SmartCollar made of premium leather with a motion sensor which tracks the dog's activity and the SmartBowl app. The app processes the data and translates it into the dog's needs, clearly visible and easily understandable for the dog's owner.

The patented SmartBowl consists of the intelligent feeding bowl with an integrated scale and LED display, the interactive SmartCollar with motion sensor and the SmartBowl app. The integrated scale in the feeding bowl tracks the dog's feeding habit. The SmartCollar with its integrated motion sensor tracks the dog's activity. Both send the data to the SmartBowl app on the owner's smartphone. The app processes the data and translates it into the dog's needs.

Technology has helped people manage their lifestyle with self-optimization tools such as activity-trackers and smart services as well as nutritional information. However, there is no such system for dogs. And it is more difficult for people to understand what the best combination of activity and nutrition is for their dogs.