Dog Pay

In 2016 the Government made it law that all dogs should be micro-chipped to help reduce strays and deal with problem owners. Bakers, makers of Britain's best-selling dry dog food, are all about strengthening the bond between dogs and owners, so we created a way that micro-chipping could also be used for something fun. Something that dogs and their owners would love. Dogs and humans have always enjoyed a close relationship: whatever humans do, dogs want to join in. 

We discovered that the microchip inside a dog uses the same RFID technology as a contactless bank card which would work as the basis for a contactless payment system, just like a debit card. We married this thought to the knowledge that there is a humans-only activity that most dogs are excluded from: shopping. And so a very special dogs-only contactless payment system was born: DogPay