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Alzheimer e.V

With the eyes of an Alzheimer's patient

Proximity Düsseldorf & BBDO Düsseldorf

Proximity and BBDO Düsseldorf impressively show how the everyday life of an Alzheimer's patient becomes an insoluble puzzle when the memory disappears irrevocably, piece by piece.

From the perspective and the eyes of an Alzheimer's patient, the ad portraits show how even the closest loved ones no longer recognize how perception is increasingly dwindling and the environment is becoming a single tragic riddle.

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  • Challenge

    Alzheimer's is a treacherous disease - it gradually destroys the patient's memory, consciousness and personality. Proximity Worldwide and BBDO Düsseldor impressively show how the everyday life of an Alzheimer's patient becomes an unsolvable puzzle and how the memory disappears irretrievably bit by bit.

  • Solution

    Inspired by the artist Alma Haser, the two agencies have designed four portraits as a jigsaw puzzle that can no longer be put together. These portraits show from the perspective and with the eyes of an Alzheimer's patient how even the closest relatives are no longer recognized, how the perception is increasingly dwindling and their environment becomes a single, even for the relatives tragic puzzle. The emotional campaign was conceived and implemented for the Alzheimer Research Initiative - to generate donations that support research into healing options. In Germany alone, 1.2 million people are affected by the disease, and the trend is rising. Further information on the research initiative can be found at:

    www.alzheimer-forschung.de

  • Results

    Awards:
    Silver and Bronze at Cannes Lions 2018

    4 Clio Awards

    1 x Gold London International Awards

    1 x Silver London International Awards

    2 x Silver Epica Awards