There is a sense of fatalism around dementia that current Alzheimer’s research has been unable to quell. AMV BBDO’s job for Alzheimer’s Research UK was to replace negativity with a more hopeful outlook ahead of World Alzheimer’s Day on Friday, September 21.
Tim Parry, director of communications and brand at Alzheimer’s Research UK, explained, “For too long the narrative around Alzheimer’s disease and other dementias has been one of hopelessness. Many people still don’t understand that dementia is caused by diseases, which we can overcome with research. Alzheimer’s Research UK wants to change the narrative from fear and hopelessness to one of optimism and possibility. We want to show that, through research, Alzheimer’s Research UK can make it possible to prevent, treat and cure diseases like Alzheimer’s.”
The agency also had to make an impact with is ad in a very crowded cause advertising environment. AMV BBDO’s new platform idea, Make Breakthroughs Possible, and ad, First Breath, is striking and not only because it is shot in black and white. It’s a film that represents both the survival instinct with which every human being is born, that’s demonstrated most powerfully in every person’s birth, and the determination of research to find a cure for Alzheimer’s. A film of a baby swimming in an abstract underwater world and, when faced with confusion and adversity, showing a determination to kick forwards towards the light.
AMV BBDO set out to create an uplifting tone, and to bring a feeling of hope to a disease that is commonly considered to be an inevitable part of ageing. The sound design was crafted to reflect some of the confusion and isolation that can be felt by those living with Alzheimer’s, using music and soundscape to give the film an otherworldly feeling and an emotive force.
The film is narrated by English actress, Lena Headey, best-known for playing Cersei Lannister in Game of Thrones, with original music by Hollywood musician and composer, Daniel Hart, [Pete’s Dragon, A Ghost Story].
It launched on TV with an ITV premiere, and is running on TV and online channels, including Facebook and Instagram.
Credits:
Agency: AMV BBDO
Creative Directors: Nicholas Hulley & Nadja Lossgott, Diego de Oliveira & Caio Giannella
Copywriter & Art Director: Jack Smedley & George Hackforth Jones
Planners: Bridget Angear, Olivia Stubbings & Elly Fenlon
Account Team: Katy Talikowska, Amy Tippen & Abbie Snadden
Producers: Yvonne Chalkley, Trish Russell, Nikki Holbrow & Paul Goodwin
Production Company: Somesuch
Director: Aoife McArdle
Editing: Final Cut
Voice-over: Lena Headey
Music: composed by Daniel Hart
Music Supervision: Dan Rodgers @ Mad Planet
Audio Post-production: Factory
Post-Production Company: MPC
VFX Shoot Supervisors: Marcus Dryden & David Felipe
VFX Lead: David Felipe
VFX Team: Andrius Jurkevicius, Jack Stone, Kalle Kohlstrom & Ed Taylor
Grade: George K
Post Producer: Amy Richardson
Media Agency: OMD
