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Donation Glasses

Award: Yellow Pencil

Yellow Pencil / Direct / Direct Response/TV & Cinema Advertising / 2013

Every year, the Pedigree Adoption Drive offers support to thousands of abandoned and mistreated dogs across New Zealand. While the numbers of abandoned dogs hadn’t dropped, public interest had. We needed to find a new way to connect. Cinema goers saw two entirely different films on the same screen: one of a mistreated dog who gets rescued; the other of the same mistreated dog who tragically never gets found. Before the movie, viewers were asked to choose between two pairs of glasses: a free pair and a donation pair. That choice decided the fate of the dog on screen.

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