Pedigree Adoption Drive: Donation Glasses - Rescued

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Colenso BBDO thought up this innovative interactive way to increase the public's interest in New Zealand's Pedigree Adoption Drive, the brand's effort to rescue and put up for adoption abandoned dogs around the world.

Cinemagoers picked one of two types of glasses: Yellow, if they chose to donate, and red, if they didn't. Director Nic Finlayson shot two parallel stories, one showing a dog that was lucky enough to have been rescued, and the other showing the same one -- who just wasn't that fortunate. Partnering with production company Finch, the agency used 3D cinema technology to project both films on the same screen, so those who donated would see the benefits of their charity, while the others would probably cry a little and end up donating anyway.