27

Apr 2012

World First NZ Technology to Portray Plight of Abandoned Kiwi Dogs

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MEDIA RELEASE

The Pedigree Adoption Drive is launching this year with new ground-breaking technology set to revolutionise the movie-going experience as well as helping raise awareness for abandoned Kiwi dogs.

Media Release: This week Pedigree have launched world first NZ technology to portray plight of abandoned Kiwi dogs. As part of the Pedigree Adoption Drive Pedigree have joined up with Finch to create a system that allows for two different films to be viewed on a cinema screen at the same time.
BuzzNew ground-breaking technology developed in New Zealand is set to revolutionise the movie-going experience and is being brought to life by a charity aimed at helping abandoned Kiwi dogs. Award-winning Auckland production company Finch has developed a system that allows for two different films to be viewed on a cinema screen at the same time with the use of specially designed glasses, similar to 3D.
In a world first, the technology will be utilised by the Pedigree Adoption Drive Charitable Trust in this year’s annual campaign, which aims to give the thousands of dogs abandoned every year in New Zealand a second chance at life.
The state-of-the-art tech designed by Finch will be employed during advertisements for the charitable initiative which will air prior to selected screenings of The Avengersfilm at Hoyts cinema in Sylvia Park.
Pedigree Marketing Manager, Oliver Downs, says the experience will continue to bring to life the plight of abandoned dogs and actively demonstrate the difference that 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 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 play one, showing an abandoned dog Buzz, 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,” he says.
Finch Managing Director and Executive Producer Rob Galluzzo says that the cutting-edge tech was developed when the company began pulling apart existing 3D technology for an ongoing project and identified a loop hole.
“Our director of creative technology, Emad Tahtouh, discovered an ambiguity in conventional 3D technology and exploited it to create the system which we call the 37 Degree Process. It differs from 3D in several ways. It is not 3D – rather than use the polarization technique to display a single stereoscopic 3D image to the viewer, it uses the same technology to display two discreet 2D images. Two completely separate 2D video streams are polarized, similar to the way 3D video is polarized, but those images are sent to different viewers,” Galluzo says.
An application of this technology is to give consumers glasses, which contain either two left polarized lenses or two right polarized lenses. Essentially half the audience could be watching Film A while the other half was watching Film B, he says.
“Cinema is about a shared experience. With conventional film storytelling, the tears, laughter, and exhiliartion are all deliberately designed to affect the audience at the same time. But now suddenly you may not be having the same experience as the person next to you. In this instance, the technology is actually a storytelling tool that demonstrates the plight of abandoned dogs. If you donate you see how you can help save a dog. If you don’t, you don’t help save an abandoned dog. It’s a wonderfully simple idea demonstrated beautifully, and invariably it leads to conversation amongst the audience.”
Galluzzo says that as well as being involved with the Pedigree Adoption Drive campaign locally, the company has been invited to Cannes Lions to speak at the Screen Advertising World Association seminar in June about the innovative new technology.
The implementation of the 37 Degree technology by the Pedigree Adoption Drive follows the success of the charity’s Doggelgänger website utilised in 2011 a state-of-the-art human to canine pairing software designed to connect homeless dogs to their human doubles.
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.

Since 2009, the charity has raised just over $160,000 on behalf of parent company MARS to support shelters and organisations such as the RNZSPCA, German Shepherd Rescue Trust and Paw Justice.

The Pedigree Adoption Drive campaign will run from April to September 2012, but Pedigree also 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 Adoption Drive and the 37 Degrees technology from Finch visit www.pedigreeadoptiondrive.co.nz
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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
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