DONATION GLASSES

Silver Spike

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TitleDONATION GLASSES
BrandMARS NZ
Product / ServicePEDIGREE ADOPTION DRIVE
CategoryB05. Public Service, Charity & Fund Raising
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company:COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency:COLENSO BBDO Auckland, NEW ZEALAND
2nd Advertising Agency:FINCH Auckland, NEW ZEALAND
3rd Advertising Agency:FINCH Sydney, AUSTRALIA
Media Agency:TOTAL MEDIA Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Rob Galluzo Finch Executive Producer
Levi Slavin Colenso BBDO Creative Director/Copywriter
Jae Morrison Colenso BBDO Art Director
Emma 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
Chrighton 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 Lulable (Donnelly)

Results and Effectiveness

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.

Creative Execution

This year we wanted to demonstrate the power of a donation in a memorable and fresh way. So we partnered with a production company and developed a way for cinemagoers to watch two different films on the same screen. Utilising this technology, we screened two parallel stories; the first of a mistreated dog who gets rescued, the second of the same mistreated dog who tragically never gets found. Before the movie, cinemagoers were faced with a choice. They could 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. The week the cinema experience went live it was accompanied by a national PR and advertising campaign. The result was a profoundly moving experience; one that broke fundraising records and got the whole country talking about our cause.

Insights, Strategy and the Idea

The PEDIGREE Adoption Drive had, for 3 years, been the cornerstone for building consumer belief and brand salience in PEDIGREE’s brand essence, ‘We’re for dogs’. However, building engagement in the cause has become more challenging every year. The economy continued to add uncertainty, cause related marketing became more competitive and CSR activity more frequent. We needed to cut through. Our challenge was to remind 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 and that their apathy was the only thing stopping them 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.