Alzheimer’s Society UK - "The Ultimate Vow"

New Commercial Arts

New Commercial Arts London, Großbritannien

Awards

3082

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Alzheimer’s Society UK
Länder: Großbritannien

Werbende: Alzheimer’s Society UK

Titel	The Ultimate Vow
Agentur	New Commercial Arts
Kampagne	The Ultimate Vow
Werbende	Alzheimer’s Society UK
Marke	Alzheimer’s Society UK
Datum der ersten Ausstrahlung/Veröffentlichung	2023 / 3
Geschäftsbereich	Informations-/Hilfevereinigung über der Krankheit
Philosophie	New Commercial Arts, with charity client Alzheimer’s Society, have launched a new integrated campaign 'The Ultimate Vow’ which highlights the devastating effects of dementia and the charity's commitment to help end this devastation. The film, directed by James Rouse, follows Adam & Laura and the struggles their relationship faces, from the moment Adam first experiences the early stages of dementia and the continuation as his condition deteriorates. Over the film we hear Laura narrating her vows, creating a powerful juxtaposition with what would have been one of the happiest days of her life to the most testing times of their relationship. During the couple's struggles we see the arrival of an Alzheimer's Society Dementia Adviser and with this, vital support to both Adam and Laura. The film ends with a call for donations to ‘help end the devastation caused by dementia’, narrated by Colin Firth, so that Alzheimer’s Society can continue raising vital funds, and give help and hope to everyone living with dementia. Alongside the film, portraits of three real life couples shot by Mary McCartney will run across OOH, Press & Social. Each portrait tells the story of when the couple first made their own commitments 'in sickness and in health' and how Alzheimer’s Society has ‘vowed’ to do the same since the relationship first started between the charity and the couple. Media planning and buying was managed by MediaLab. The campaign launched today (Thursday the 9th of March) with a 90” spot at 7:40am during Good Morning Britain on ITV Breakfast, and will run across TV, Cinema, OOH, Press, Radio, and Social. The launch of the ‘The Ultimate Vow’ campaign coincides with the reveal of the charity's new brand positioning including a new identity and brand promise for Alzheimer’s Society. Alongside agency partner New Commercial Arts, the charity researched different platforms and identities with core audience groups to land on a new strategic position, identity and brand promise which represent a revitalised direction for the Alzheimer’s Society. The new logo heroes a modernised forget-me-not flower, which has been used by the charity since 2010. The new brand line, “Together we are help & hope for everyone living with dementia” encapsulates that the Society is a vital source of support for everyone living with dementia today, and a powerful force for change by campaigning to make dementia the priority it should be and funding ground-breaking research discoveries. The new strategic positioning, identity and brand promise will appear across every touchpoint of the charity, with the view to drive awareness, understanding and fundraising of Alzheimer's Society.
Medientyp	Kino
Länge	100 seconds
Produktionsfirma	Biscuit Filmworks UK
Audio-Postproduktion	Factory Studios
Werbeleiter	Alex Hyde-Smith
Werbeleiter	Harriet Foxwell-Corden
Werbeleiter	Victoria Evans
Werbeleiter	Laura Parsons
Werbeleiter	Ellie Jerman
Chief Creative Officer	Ian Heartfield
Art Director	Nici Hofer
Creative Teammitglied	Jules Middleton
Creative Teammitglied	Peigh Asante
Director of Production Operations	Matt Craigie-Atherton
Producer	Lucie Georgeson
Druck-Produzent	Amanda Davies
Chief Executive Officer (CEO)	James Murphy
Kaufmännischer Geschäftsführer	Miriam Goode
Senior Account Director	Janki shah
Leiter Strategie	David Golding
Planning Partner	John Blight
Projektleiter	Sylvie Edwards
Regisseur	James Rouse
Produzent	Benji Howell
Executive Producer	Rupert Reynolds-Maclean
Direktor Fotografie	Mark Wolfe
Produktionsdesigner	Guy Thompson
Ausstattung/Styling	Selina Wong
Cutter	Bill Smedley
Assistenzredakteur	Rebecca Quinn
Editorial Producer	Antonia Porter
Post-Produktion	Untold Studios
Executive Post Producer	Tomek Zietkiewicz
Produzent Post-Produktion	Simon Downie
Produzent Post-Produktion	Jordan Malonga
VFX Supervisor	Ben Cronin
VFX-Künstler	Kia Coates
Kolorist	Julien Alary
Color Producer	Eli Sandal
Sounddesigner	Anthony Moore
Sounddesigner	Josh Campbell
Leitung Musik	Sean Craigie-Atherton
Leitung Musik	Manderley Music
Music Arranger/Composer	Guy Farley
Fotograf	Mary McCartney
Photographer's Agent	LGA
Retouching	Hand of God
Designer	King Henry
Medienagentur	Medialab London
Integration Director	Nick Parker
Client Managing Director	Owen Taylor
Business Director, Media	George Gwilliam
Senior Account Manager, Media	Emma Tipping
Account Manager, Media	Amy Bevis