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


Buzz02.jpgBuzz06.jpgThe 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