Patented technology that lets you watch two films at once.
37 Degrees™ is an innovative system of technology we first utilised in a campaign for Pedigree Adoption Drive. We worked alongside Pedigree to place an innovative spin on existing 3D technology to assist them in raising funds and awareness for abandoned dogs. During this campaign we manipulated 3D technology to create a new process whereby instead of watching a single 3D film, two separate audiences could watch two seperate films on the one cinema screen at the same time.
To integrate this technology into a branded campaign, Pedigree shot two different emotional short films surrounding a rescue dog named Buzz. The narrative of Film A saw Buzz rescued and nurtured back to health, while Film B saw him remain abandoned and without hope. By designing different pairs of glasses, half the audience were able to watch Film A while the other half watched Film B. Audience members saw a completely different film depending which pair of glasses they were wearing, allowing them to simultaneously witness first hand the difference a donation can make to a homeless doggo.
This cinema campaign helped the Pedigree Adoption Drive and saw the brand significantly surpass its donations for 2011 by 80%. The application of this system continued to be honoured throughout 2012 and into 2013 at advertising award shows, winning multiple Gold at 2012 Cannes Lions, 2012 Spikes Asia, Gold in Innovation at AWARD 2013 and a Grand Prix Award at Axis 2013. The technology was also shortlisted in the Integrated and Titanium Category at Cannes Lions. Our glasses have been presented all over the world with cinema advertising networks NCM in the US, DCM in the UK and CAPA in Norway all jumping on board to license the technology and present it to interested parties. We are the patent holders on this technology and have delivered over 1 million pairs of glasses internationally all the while completely eliminating the need for split screens in cinemas.