Pedigree: Share for Dogs

'Slacktivism' is posing a real problem for charities. Many believe that simply by liking a post, they're effecting change for good. With Share for Dogs, Colenso BBDO, Auckland turned this problem into a solution. The agency created a new mechanic called 'Sharity' - by simply enjoying and sharing a video, you're actually raising money for charity. When a video is 'monetized', YouTube share 55% of advertising revenue with the owner of the video – in this case, the Pedigree Adoption Drive. The more views, the more money raised. Colenso created the cutest puppy video in history that explains this mechanic. The people get cute puppies; the puppies raise money for their fellow dogs. Everyone wins.