Adland has turned causes advertising into a hot new trend. Adpeople are enthusiastic fans. Real people, not so much.
It’s easy to press Like or Share for a cause. Colenso and Finch made that count as a donation for Pedigree Adoption Drive. People are very generous with Liking a charity, sharing its link, signing an online petition…none of which make the world change much.
So Colenso decided to turn people’s desire to support into actual support. To do what they would do, if only…
Share for Dogs uses YouTube’s revenue model in which a portion of the profit generated from the pre-roll advertising on each video is shared with the owner of the video. Colenso uploads the content. People watch it. Some share it. Either way, Pedigree gets paid.
All the revenue that Share for Dogs generates goes to the Pedigree Adoption Drive. Colenso calls it Sharity.
Neville Doyle, Senior digital & social strategist at Colenso BBDO, explained, “At its heart is a very simple but powerful idea. We hope that both the quality of the content and the fact that it effects real world good for real dogs will help us spread this video around the world. If it proves as successful as we hope, the idea of Sharity may provide a new template for how charities can look to raise both awareness and funds at the same time”.
Leonid Sudakov, chief marketing officer global petcare at MARS Inc. added, “Share for Dogs delivers to the core of what we’re about – making the world a better place for all dogs, and to help dogs in need all over the world. The clever use of this digital medium also speaks to our ambition as a company to continue producing world-class, digital work that is truly effective and has the ability to reach as many people as possible.”
Campaign Credits:
Agency: Colenso BBDO
Matt Lawson: Senior Writer
Ben Polkinghorne: Copywriter
Scott Kelly: Art director
Helen Fitzsimons: Business director
Neville Doyle: Senior social & digital strategist
Tamsin McDonnell: Senior Planner
Production company: Finch
Director: Nick Ball
Executive producer: Rob Galluzzo
Producer: Karen Bryson
Associate producer: Amy Dymond
DoP: Crighton Bone
Production designer: Sara Mathers
Animal wranglers: Animal House
Editor: Seth Lockwood, Method Studios
VFX: BERYL, Andrew Timms & Mat Ellin
Grade: Pete Ritchie, Blockhead
Sound design: Franklin Rd
Composer: Jonathan Dreyfus
