Donation Glasses
MARS Pedigree Adoption Drive
Issue 24 | October 2012
Agency
Colenso BBDO
Creative Team
Creative Chairman: Nick Worthington Creative Director: Levi Slavin Art Director: Jae Morrison Copywriter: Levi Slavin
Production Team
Agency Producer: Jen Storey Production Company: FINCH Producer: Jen Storey
Other Credits
Group Account Director: Scott Coldham Senior Account Manager: Dave Munn
Date
April 2012
Background
The PEDIGREE Adoption Drive offers support to thousands of abandoned dogs across the country. While the numbers hadn’t dropped, unfortunately public interest had.
They needed to find a new way to connect.
Idea
By adapting the way 3D glasses work we were able to simultaneously project two entirely different films on the same screen.
The groundbreaking project was created in partnership between FINCH and Colenso BBDO.
Utilising the technology, Nic Finlayson shot two beautiful parallel stories – one of a mistreated dog who gets rescued, the other of the same dog who tragically never gets found.
Before the movie cinemagoers were faced with a choice: Donate and receive a yellow pair of glasses, or pay nothing and receive a red pair.
That choice decided the fate of the dog on screen.
The cinema experience created a powerful live demonstration of the power of a donation.