Title | REMEMBER ME |
Brand | ALZHEIMER RESEARCH INITIATIVE |
Product/Service | CALL FOR DONATIONS |
Category |
B01. Posters |
Entrant
|
BBDO Düsseldorf, GERMANY
|
Idea Creation
|
BBDO Düsseldorf, GERMANY
|
Additional Company
|
PROXIMITY GERMANY Düsseldorf, GERMANY
|
Additional Company 2
|
BBDO Düsseldorf, GERMANY
|
Credits
Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
Kristoffer Heilemann |
BBDO Düsseldorf GmbH |
Creative Managing Director |
Daniel Haschtmann |
BBDO Düsseldorf GmbH |
Executive Creative Director |
Tobias Feige |
BBDO Düsseldorf GmbH |
Executive Creative Director |
Sebastian Steller |
Proximity Worldwide GmbH |
Creative Director |
Jacobo Concejo |
Proximity Worldwide GmbH |
Creative Director |
Martino Monti |
Proximity Worldwide GmbH |
Art Director |
Dejan Handjiski |
Proximity Worldwide GmbH |
Art Director |
Sue Nisbet |
Proximity Worldwide GmbH |
Managing Director |
Liselotte Schwenkert |
BBDO Düsseldorf GmbH |
Client Service Director |
Vera Vanselow |
BBDO Düsseldorf GmbH |
Senior Account Manager |
Birgit Paulat |
BBDO Düsseldorf GmbH |
Art Buying |
Alma Haser |
- |
Jigsaw-Idea |
Stefan Kranefeld |
Stefan Kranefeld Imaging |
Photographer / Post Production |
Background
With 1.2 million Germans suffering from Alzheimer’s and 3 million expected by 2050, Alzheimer Research Initiative is working fervently to raise funding for a cure. Our brief was to share the absolute heartbreak of what it means to have Alzheimer’s, and instil a sense of urgency in fundraising for a cure. Alzheimer’s disease gradually destroys the memory – a painful and tormenting process for patients and their loved ones.
Describe the creative idea
As Alzheimer’s progresses, facial recognition and memories fade, diminishing relationships and leaving many Alzheimer’s patients isolated and lonely. To bring this feeling closer to the general public we created a series of unrecognizable family portraits. Through the eyes of an Alzheimer’s patient, cherished relationships become an unsolvable puzzle made up of shuffled memories that fade away piece by piece.
Describe the execution
Through the eyes of an Alzheimer’s patient, everyday life becomes an unsolvable puzzle.
Utilizing the puzzle mechanic, the viewer can make out an undefined person. The frontal and side views of each subject share a similar colour contrast and saturation creating a harmony in the composition that looks like a piece of art, but at the same time, the identity of a person remains difficult to discern due to the missing and unmatched pieces – a metaphor for the piecing together of what memories remain.
We shot the same person from two angles - front and side - then mixed the pieces together. This allowed us to demonstrate the seemingly impossible task Alzheimer's patients face of putting together their remaining memories.
We cast average people, not models, as Alzheimer’s is a disease that does not discriminate. Viewers needed to see their own family members in the work.
List the results
With projections indicating that 3 million Germans will have Alzheimer’s by 2050, Alzheimer Forschung is working fervently for a cure and to underline a disease that is too often left apart.
Our brief was to share the absolute heartbreak of the disease, and instill a sense of urgency in fundraising.
As Alzheimer’s progresses, facial recognition and memories fade, diminishing relationships and leaving many Alzheimer’s patients isolated and lonely.