Pedigree Donation Glasses: Colenso and Finch adapt the way 3D glasses work to let cinema goers to see the difference a donation can make

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Buzz02.jpgBuzz06.jpg New Zealand - The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. While the numbers hadn't dropped, public interest had.

Colenso BBDO, Auckland needed to find a new way to connect.

By adapting the way 3D glasses work they were able to simultaneously project two entirely different films on the same cinema screen.

The groundbreaking project was created in partnership between FINCH and Colenso BBDO.

Buzz01.jpgBuzz05.jpgUtilising the technology, director 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.

Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Digital Creative Director: Aaron Turk
Art Director: Jae Morrison
Copywriter: Levi Slavin
Group Account Director: Scott Coldham
Senior Account Manager: Dave Munn
Account Executive: Courtney Herbert
Planner: Hayley Pardoe
Designer: Kate Slavin
Agency Producer: Jen Storey
Digital Agency Producer: Serena Fountain-Jones
Production Company: FINCH
Producer: Phil Liefting
Director: Nic Finlayson
Executive Producer: Rob Galluzzo
Sound Design: Franklin Road
DOP/Cinematographer: Crighton Bone
Creative Technology: Emad Tahtouh
Production Company Art Director: Ross McGarva
Editor: David Coulson
Online Editor: Puck Murphy
Post Production: Digital Sparks
Grade: Peter Richie
Music: Lullable (Donnelly) courtesy of Mushroom Records, performed by SJD, courtesy of Round Trip Mars


puppy dog eyes said:

Does anyone remember a press ad from the 80's with the headline:
"Here's a dead dog, where's my Award?"
(The pic was a hand holding a dead dog by the hind legs over a pile of dead dogs).
It heralded changes to the judging of charity clients at AWARD.
It may have even ran in CB.
Yes, I know, this is a real client.....It just reminded me (how old I am I guess).

Dave said:

Brilliant Idea!

The dog should win an award, that's the best acting I've seen in a comercial for a while.

Levi fan said:

Nice work Levi.
Perth copywriter does good (again).

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