Your Charity Will Determine What Film You Watch, in 3-D Cinema Campaign for Pedigree

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Colenso BBDO thought up this innovative interactive way to drum up public 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 3-D 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.

For more on this work and full creative credits, visit Creativity

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