Dogs Living the 'Ruff' Life Lent a Helping Hand Thanks to Pedigree
He greets you with delight when you arrive home from work, consoles you when you're upset and makes you laugh when you need it most, but even though you can't imagine life any other way, there are thousands of dogs just like him without a house to call a home.
Each year as many as 11,000* dogs are dumped or abandoned in New Zealand, but thanks to Pedigree, Kiwis can do their part to help save the lives of these unwanted canines and find them the happy, loving home they deserve.
All year Pedigree will donate a portion of the sale of any Pedigree product to the Pedigree Adoption Drive Charitable Trust, a registered New Zealand charity that raises awareness and donates money to animal shelters and welfare organisations to give abandoned dogs a second chance at life.
You can also do your bit by simply heading to the movies to watch the latest big screen blockbuster! Pedigree have partnered with award-winning New Zealand based production agency Finch to help bring to life the plight of these helpless animals with the use of revolutionary, world-first technology called 37 Degrees.
The state-of-the-art software allows for two different films to be viewed on a cinema screen at the same time with the use of specially designed glasses. The technology will be used during advertisements for the Pedigree Adoption Drive which will air prior to selected screenings of The Avengers film at Hoyts cinema in Sylvia Park.
Pedigree Marketing Manager, Oliver Downs, says the experience will continue to bring to life the trouble these abandoned dogs face and actively demonstrate the difference people can make.
"Before they enter the cinema, consumers will be asked to make a choice between a free pair of glasses and a pair that require a small donation. Depending on which glasses they chose, their experiences will differ accordingly," says Downs.
"Two versions of the 2012 Pedigree Adoption Drive advertisement will then air - one showing an abandoned puppy Buzz living in miserable conditions will be viewed by those wearing the free glasses while footage of Buzz after he is rescued, re-homed, happy and healthy will be seen through the glasses of those who donated to the cause."
Downs says that a singular voiceover will connect both of the charity's advertisements and at the end of the film screening, viewers will be asked to drop off their glasses to encourage others to enjoy the experience and contribute to the campaign.
"We are so excited to be able to present the new Pedigree Adoption Drive campaign to the public in this unique way and have really relished the experience of working with Finch on the project."
Finch Managing Director and Executive Producer Rob Galluzzo says that the new technology is extremely powerful in communicating the plight of abandoned dogs.
"Polarising the same audience's experience is very powerful. If you donate you see how you can help save a dog. If you don't, you don't. It's a wonderfully simple idea demonstrated beautifully and invariably it leads to conversation amongst the audience," Galluzo says.
"As dog lovers ourselves, we are thrilled to be involved with the Pedigree Adoption Drive. At Finch we have a dog named Robocop who is a great member of our team so we jumped at the chance to be part of such as worthwhile cause."
As well as working with the Pedigree Adoption Drive campaign locally, Galluzo says the cutting-edge software has created buzz internationally.
"We have been invited to Cannes Lions to speak at the Screen Advertising World Association seminar in June about 37 Degrees. I will be discussing the technology's future in advertising and we believe that the possibilities are endless."
Now in its fourth year in New Zealand, The Pedigree Adoption Drive Charitable Trust raises awareness and funds for animal shelters and desperate dogs in local communities, helping to house, feed and care for the unwanted canines.
"We want to urge Kiwis to help us help dogs. Whether it's purchasing the 37 Degrees glasses at the cinema, donating online, adopting a dog, volunteering at a shelter or simply buying Pedigree, a little goes a long way. At Pedigree when we say "we're for dogs" we really mean it," Downs says.
Since it was founded in New Zealand in 2009, The Pedigree Adoption Drive Charitable Trust has raised just over $160,000 on behalf of parent company MARS to support shelters and organisations such as Paw Justice and the RNZSPCA to help house, feed and care for the unwanted canines.
The Pedigree Adoption Drive campaign will run from April to September 2012, but Pedigree actually makes a small donation for every PEDIGREE pack sold throughout the year to the Pedigree Adoption Drive Charitable Trust.
For more information on the Pedigree range of products or to find out how to donate or adopt a dog of your own, visit www.pedigreeadoptiondrive.co.nz.