| Title | DONATION GLASSES |
| Brand | MARS NZ |
| Product / Service | PEDIGREE ADOPTION DRIVE |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
| Entrant Company: | COLENSO BBDO Auckland, NEW ZEALAND |
| DM/Advertising Agency: | COLENSO BBDO Auckland, NEW ZEALAND |
| 2nd DM/Advertising Agency: | FINCH Auckland, NEW ZEALAND |
| 3rd DM/Advertising Agency: | FINCH Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Nick Worthington | Colenso Bbdo | Creative Chairman |
| Rob Galluzzo | Finch | Executive Producer |
| Levi Slavin | Colenso Bbdo | Creative Director/Copywriter |
| Jae Morrison | Colenso Bbdo | Art Director |
| Emad Tahtouh | Finch | Creative Technology |
| Nic Finlayson | Finch | Director |
| Phil Liefting | Finch | Producer |
| Scott Coldham | Colenso Bbdo | Group Account Director |
| Dave Munn | Colenso Bbdo | Senior Account Manager |
| Jen Storey | Colenso Bbdo | Agency Producer |
| Crighton Bone | Finch | Dop/Cinematographer |
| David Coulson | (Freelancer) | Editor |
| Ross Mcgarva | Finch | Production Company Art Director |
| Grant Mckinnon | Finch | Gaffer |
| Kate Slavin | Colenso Bbdo | Designer |
| Puck Murphy | (Freelancer) | Online Editor (Vis. Effects) |
| Digital Sparks | Post Production | |
| Peter Richie | Toy Box | Grader |
| Franklin Road | Sound Design | |
| Sjd | Mushroom Records/Round Trip Mars | Lullable (Donnelly) |
This year we wanted to demonstrate the power of a donation in a memorable and fresh way. This project was designed to remind all people how important donations are to our cause, and to show how their support (no matter how insignificant it may seem) could save the life of an abandoned dog. To bring this to life we created a world first cinema experience, that allowed consumers to see the power of their donation. If they gave a dollar they saved a life. The result was a profoundly moving experience, one that got the whole nation talking.
We wanted to demonstrate how every single dollar donated to The PEDIGREE Adoption Drive could help save the life of an abandoned dog. We wanted to show how apathy was the only thing stopping saving lives. To bring this to life we created a world first cinema experience, that allowed consumers to see the power of their donation. If they gave a dollar they saved a life. The result was a profoundly moving experience, one that got the whole nation talking.
This year we wanted to demonstrate the power of a donation in a memorable and fresh way. We partnered with a production company and developed a way to watch two different films on the same screen at the same time. Utilising this technology, we screened parallel stories; the first of a mistreated dog who gets rescued, the second of the same mistreated dog who never gets found. Before the movie, cinemagoers could choose between two sets of glasses. One pair was free. The other they got for a small donation. That choice decided the fate of the dog on screen.
This remarkable cinema experience got the nation talking. It changed behavior, opinions and broke fundraising records. The cinema experience ran from July to August. In that time we raised more in public donations that the entire PEDIGREE Adoption Drive activity for the previous year. In one case, a man left the cinema (before the feature) and dropped $50 into a collection bucket. Based on the national and international media attention the campaign received, MARS have chosen to run the cinema experience globally for the PEDIGREE Adoption Drive – probably the greatest indication of a campaign’s success anyone could share.