Ocado’s online pet store, Fetch, employed Strange Thoughts to help them launch the Petnology Centre, dedicated to bringing pet technology into the 21st century. A dozen tech-based concepts were ideated, aimed at furthering the relationship between pets and their owners. Animal psychologists worked alongside developers to prototype groundbreaking innovations. The public were encouraged to vote for their favourite from a shortlist of three prototypes: PetPounds, WhatsYapp and CatQuest.

PetPounds - smartband technology to monitor the interaction between children and their pets, rewarding children for responsible behaviour such as walking or playing with their pets.

WhatsYapp - an IoT, 3G enabled dog collar and motion-sensing system, powered by machine learning, to help owners better understand their pets wants and needs.

CatQuest - an interactive 3D projection ‘gamestation’ for cats that turns a home into a digital playground.

The campaign was covered in over 40 publications worldwide and the promotional video garnered over 150,000 views within a month, with over 1000 comments and shares.