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Pedigree literally shows you how far your donation goes

Pedigree literally shows you how far your donation goes

To support their Adoption Drive, Pedigree offered moviegoers a choice between free 3D glasses and glasses that cost an extra donation. At the screening, viewers would see one of two ads depending on the glasses they chose. One features the dog’s current fate, and the other showed what would happen if he were rescued.

Why it matters

When people are presented with sadness, without a way to affect the situation, they tend to tune out. This effort by Pedigree gives people a way to see the impact they can have, and rewards those who donated. It also makes the pain real and outwardly obvious for those who didn’t donate – and could potentially change their behaviour. With so many competing inputs, how can we literally show the impact between those who act and those who don’t?

Conscious
Social Cause
United States

Online window shopping, with friends

Online window shopping, with friends

Motilo has combined video chatting and a fashion-focused social network to provide a new online shopping experience. People can shop together with their friends in real-time, even if they’re halfway across the world.

Why it matters

Socially-driven shopping sites are nothing new, especially when it comes to fashion. The only “shopping buddy” online users usually have are what pops up in site recommendation engines based on previous likes or purchases. However, no recommendation engine really knows you and your likes as much as your friends.  Is this a breakthrough for bringing a real-world activity, shopping with friends, into the digital sphere?  And as we get better at creating online platforms that try to emulate real-life experiences online, is there any way we can maintain the true sense of human connection that comes from those experiences?

Connectivity
Enhancement
Fashion & Design
United States

“Scream Tones” to locate lost phones

“Scream Tones” to locate lost phones

Lookout Mobile Security and T-Mobile are teaming up to bring people a unique security feature in mobile phones: custom scream tones. This new security feature pre-loaded on T-Mobile smartphones allows phone owners to remotely activate their device to emit a loud sound, or “scream tone” to help them find their missing mobile device, or scare off a potential thief.

Why it matters

Losing a cell phone is everyone’s worst nightmare, and makes us literally want to “scream”.  And since our phones are now an extension of who we are, maybe our phone is “screaming” to find us too? We already humanise our devices, to the point where some people rely on them as their sole form of communication with people.  At what point, however, are we making this personal link between people and devices go too far? 

Fear
Telecommunications
United States
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