Work / Advertising

Extraordinary short promo to promote personal nature of Alzheimer’s disease

Sometimes an ad blows us with away through sheer effort and we’re wowed as much by the planning, time and expense as by the finished product. But at other times organisations show they appreciate that in the information-saturated shouting match the modern media landscape sometimes resembles, whispering can be the most effective way to get a message across. This short spot by Rethink Communications for the Alzheimer’s Society of British Columbia is incredibly communicative and moving, bringing the charity’s “Protect your Memories” campaign to life with simplicity and pathos. It reminded me of the first few minutes of Up in its less-is-more approach, which is just about the highest creative yardstick I can use.