The canine nutrition business is booming to such an extent that brands find it hard to stand out. Ultima’s pitch is that it offers ranges adapted to different sizes of dog. Here the focus is on small dogs, which tend to be extremely active when they’re healthy and well-fed. Above all, they love to chase a ball. So Ultima and Havas Milan took over the digital panels around a football stadium and allowed a virtual dog to chase the ball during the match. In fact, he was so full of energy that he even trespassed on other brands’ panels. Some spectators seemed find it more fun than the match itself: that’s a goal for Ultima!