The Pedigree Adoption Drive offers support to thousands of abandoned dogs across the country. While the number of adoptions hadn’t dropped, public interest unfortunately had. Colenso BBDO needed to help the Drive find a new way to connect.

Every now and then a new innovation comes along that changes the way we see film forever. 37 degrees is that innovation. This technology allows cinemagoers to watch two entirely different films on the same screen (by wearing different sets of eyeglasses). The first application of this technology was for this campaign.

The goal was to raise money and awareness. Colenso BBDO did this by demonstrating the power of making a donation. Live.  Utilizing the groundbreaking technology, Colenso BBDO created two 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. The result was a hugely powerful cinema promotion that caught the attention of the public far beyond the walls of the cinema.

And the response to the project was extraordinary. In one week, the cinema experience took in over 80% of all consumer donations made in 2011.