A minor limp can be easy to dismiss. For Bobby, the Golden Retriever at the centre of Paws & Co’s new campaign, it marks the start of a story that adds up to Dh140,000 in potential lifetime veterinary costs.

That story will unfold, quite literally, at Woofstock Dubai on Sunday, November 1, when Paws & Co unveils what it describes as the world’s first Pet Bill-board. The installation prints a 12-metre vet bill, line by line, to show pet owners what waiting can cost.

Part of the company’s “Wait and See, Isn’t Free” campaign, the installation follows Bobby as his seemingly minor limp develops into a more serious health condition and his veterinary bills spiral.…