Pedigree Adoption Drive: "DONATION GLASSES [video]" Outdoor Advert by Colenso BBDO Auckland

Type of entry: Use of Promo & Activation
Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: MARS
Product/Service: PEDIGREE ADOPTION DRIVE
Agency: COLENSO BBDO Auckland, NEW ZEALAND
Title: DONATION GLASSES
DM/Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND
Creative Chairman: Nick Worthington (Colenso BBDO)
Executive Producer: Rob Galluzzo (Finch)
Creative Director/Copywriter: Levi Slavin (Colenso BBDO)
Art Director: Jae Morrison (Colenso BBDO)
Creative Technology: Emad Tahtouh (Finch)
Director: Nic Finlayson (Finch)
Producer: Phil Liefting (Finch)
Group Account Director: Scott Coldham (Colenso BBDO)
Senior Account Manager: Dave Munn (Colenso BBDO)
Agency Producer: Jen Storey (Colenso BBDO)
Dop/Cinematographer: Crighton Bone (Finch)
Editor: David Coulson ((Freelancer))
Production Company Art Director: Ross Mcgarva (Finch)
Gaffer: Grant Mckinnon (Finch)
Designer: Kate Slavin (Colenso BBDO)
Online Editor (Vis. Effects): Puck Murphy ((Freelancer))
Post Production: (Digital Sparks)
Grader: Peter Richie (Toy Box)
Sound Design: (Franklin Road)
Lullable (Donnelly): Sjd (Mushroom Records/Round Trip Mars)
Describe the brief from the client
The PEDIGREE Adoption Drive offers support to thousands of abandoned dogs around the country. While numbers hadn’t dropped, unfortunately public interest had. We needed to find a new way to connect. This project was designed to remind all people how important donations to the cause are, and to show how their support, no matter how insignificant it may seem, could save the life of an abandoned dog – and raise money for the cause in the process.


Describe the creative solution to the brief/objective.

By adapting the way 3D cinema glasses work, we were able to simultaneously project two entirely different films on the same screen.
We saw an opportunity to tell the story of the difference a donation makes. We created two parallel films – one of a mistreated dog who gets rescued, the other, the same mistreated dog who never gets found. Before the movie, cinemagoers are faced with a choice – donate and receive a pair of yellow glasses, or pay nothing for the red pair. That choice dictated the fate of the dog on screen.


Describe the results in as much detail as possible.

In one week, our cinema experience drove more than 80% of all consumer donations made in 2011. In one case, a man who chose not to donate, left the cinema before the feature and dropped $50 into a collection bucket.


In a world first cinema experience, we were able to demonstrate the difference a donation makes, live - and reinforce that public support, no matter how insignificant can affect the life of abandoned dogs.