Pedigree cinema idea gives viewer 3D glasses to decide fate of maltreated dog

Dog food brand Pedigree is giving people the option of watching two different ads in cinemas, depending on what sort of 3D glasses they wear.

The two different videos, projected on to the same screen, show the consequences of whether or not the viewer donates to the Pedigree Adoption Drive, a charity to find homes for maltreated dogs in New Zealand.

In one video, a dog is rescued. In the other, the dog is never found.

The agency behind the campaign was Colenso BBDO. Finch was the production company.


Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Art Director: Jae Morrison
Copywriter: Levi Slavin
Group Account Director: Scott Coldham
Senior Account Manager: Dave Munn
Agency Producer: Jen Storey
Production Company: FINCH
Producer: Phil Liefting
Director: Nic Finlayson
Executive Producer: Rob Galluzzo
Sound Design: Franklin Road
Creative Technology: Emad Tahtouh
Editor: David Coulson
Music: Lullable (Donnelly) courtesy of Mushroom Records, performed by SJD, courtesy of Round Trip Mars


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.