DONATION GLASSES by Colenso BBDO Auckland, Finch for Pedigree

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DONATION GLASSES

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Industry Pet Food, Pet Care Products & Services, Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Promo & PR, Case study
Market New Zealand
Agency Colenso BBDO Auckland
Director Nic Finlayson
Art Director Jae Morrison
Designer Kate Slavin
Producer Phil Liefting
Editor David Coulson
Agency Finch
Released April 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Use of Broadcast in a Promotional Campaign Gold

Credits & Description

Category: Best Use of Screens
Advertiser: MARS NZ
Product/Service: PEDIGREE ADOPTION DRIVE
Agency: COLENSO BBDO
Agency: FINCH
Media Agency: TOTAL MEDIA, 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)
Director of Photography/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 (Visual Effects): Puck Murphy (Freelancer)
Post Production: (Digital Sparks)
Grader: Peter Richie (Toybox)
Sound Design: (Franklin Road)
Lullable (Donnelly): SJD (Mushroom Records / Round Trip Mars)
Media placement: Cinema - 1 Dual Cinema Experience - Hoyts Cinema, Sylvia Park, Auckland - 25 April 2012
Insights, Strategy & the Idea
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.
Creative Execution
Every now and then an innovation comes along that changes the way people will experience cinema forever. By adapting the way 3D glasses work we were able to simultaneously project 2 entirely different films on the same screen so cinemagoers can watch 2 different films at the same time. Utilising this ground-breaking technology, we created 2 parallel stories. One was of a mistreated dog who gets rescued, re-nourished through the shelter process and then re-homed; the other, of the same mistreated dog who tragically never gets found. Before the movie, cinemagoers are faced with a choice: donate and receive a yellow pair of donation glasses, or pay nothing and receive a red pair. That choice decided the fate of the dog on screen. For the first time ever, cinemagoers were able to see the difference a donation makes, live.
Results and Effectiveness
The technology is incredible, and our usage of it to help tell the story of the difference a donation can make was overwhelming. In one case, a man who chose not to donate left the cinema before the feature and dropped $50 into a collection bucket.
In 1 week, our cinema experience drove more than 80% of all public donations made in 2011.