Real. Authentic, Hyper-local. These things have become very common in advertising. Perhaps watering down their impact?
However, New Commercial Arts has reinvigorated the power of all of them. It has filled every billboard and OOH sites in Blackpool in the UK with real replies made to people with dementia by their loved ones
The campaign for Alzheimer’s Society to coincide with Dementia Action Week, gives everyone a taste of the reality of dementia with its devastating memory loss, and its impact on the people around those who have the condition. The ads also contain references to amenities and local legends in Blackpool.
Blackpool was chosen by the campaign’s media planning and buying agency, Medialab, because of its range of outdoor media sites and its rich history of local landmarks that the creative executions could use.
The campaign follows on from Alzheimer’s Society’s The Long Goodbye that showed the effects of dementia on carers and loved ones.
There are currently 900,000 people living with dementia, a number that is predicted to rise to 1.6 million in the UK by 2040. 1 in 3 people are undiagnosed, according to Alzheimer’s Society’s. The campaign also helps people to recognise the symptoms.
Credits
Brand: Alzheimer’s Society
Director of Income and Engagement: Alex Hyde-Smith
Associate Director of Strategic Marketing: Tom Brown
Head of Brand & Marketing: Nick Wright
Senior Marketing Managers: Katherine Dennett & Victoria Evans
Senior Marketing Executives: Laura Parsons & Ellie Jerman
Agency: New Commercial Arts
Founder & CEO: James Murphy
Founder & Chief Strategy Officer: David Golding
Founder & Chief Creative Officer: Ian Heartfield
Creative Team: Jules Middleton & Peigh Asante
Business Director: Miriam Goode
Senior Account Manager: Toby Moynan
Account Manager: Zahra Banday
Agency Producer: Georgia Dickinson
Design & Artwork: King Henry
Head of Design: Danny Tomkins
Designer: Christian Tunstall
Artworkers: Bradley Baker & Lol Keen
Project Manager: Yaz Mailoud
Production Coordinator: Sophie Charalambous
Media Agency: Medialab
Integration Director: Nick Parker
Client Managing Director: Charles Batchelor
Business Director: George Gwilliam
Senior Account Manager: Amy Bevis
