Parkinson’s is not an old person’s disease. It can affect anyone. Few people realise this.

J.Walter Thompson Sydney has used effectively the fact that most people associate Parkinson’s with the elderly to create an awareness ad for Parkinson’s NSW on World Parkinson’s Day that packs a punch.

Just like it did last year with The Lucky Ones and a Parkinson’s version of The Mannequin Challenge.

The film, The Hold, was directed by industry legend, David Denneen through Filmgraphics. Like its predecessor, The Lucky Ones, its impact relies on surprise. What appears to be an elderly man and his daughter holding hands, to subdue the father’s shaking, turns out to be the father trying to quell his daughter’s shaking. All the titles need to do then is state that “Parkinson’s devastates young lives, too,” and “ 3 Australians under 40 are diagnosed every day.”

The campaign’s 45 second & 30 second TVCs and online film will be followed by a second phase of the Parkinson’s makes simple hard print executions, photographed by Simon Harsent.

Credits

Agency: J.Walter Thompson Sydney

Executive Creative Director:  Simon Langley

Creative director/ Copywriter: Paul Coghlan

Creative director / Art Director: John Lam

Executive Planning Director: Angela Morris

Group Account Director: Anne Gibson/Ana Lynch

Producer: Gemma Kay

Production company: Filmgraphics

Director: David Denneen

Producer: Anna Fawcett

Editor: Toby Denneen

Audio: Smith & Western

Client:

CEO Parkinson’s NSW: Jo-Anne Reeves