The Pedigree Adoption Drive offers support to thousands of abandoned dogs around the country. While numbers hadn’t dropped, unfortunately public interest had. We needed to find a new way to connect. This project was designed to remind all people how important donations to the cause are, and to show how their support, no matter how insignificant it may seem, could save the life of an abandoned dog – and raise money for the cause in the process.

Every now and then an innovation comes along that changes the way people will experience cinema forever. By adapting the way 3D glasses work we were able to simultaneously project two entirely different films on the same screen so cinemagoers can watch 2 different films at the same time. Utilising this ground-breaking technology, we created 2 parallel stories: 1 of a mistreated dog who gets rescued, re-nourished through the shelter process and then re-homed; the other of the same mistreated dog who tragically never gets found. Before the movie, cinema-goers are faced with a choice – donate and receive a yellow pair of donation glasses, or pay nothing and receive a red pair. That choice decided the fate of the dog on screen. For the first time ever, cinema-goers were able to see the difference a donation makes, live.

The technology is incredible, and our usage of it to help tell the story of the difference a donation can make was overwhelming. In one case, a man who chose not to donate, left the cinema before the feature and dropped $50 into a collection bucket. In 1 week, our cinema experience drove more than 80% of all public donations made in 2011.