Alzheimer's Society: Fade - Son

Credits & Description:

A stark typographic campaign which features fading copy to dramatise the devastating effects of memory loss in dementia patients.
Alzheimer’s Society launches the next phase of its national brand campaign, to support the launch of the emotional ‘Gone’ TVC which was launched last week. The emotive print ads, are creatively in line with the ‘Fade’ Cinema commercial, which preceded screenings of the Oscar and BAFTA winning film ‘Still Alice’, starring Julianne Moore as a linguistics professor who is diagnosed with early- onset Alzheimer’s. The three executions created by Fallon, London are running nationally in standard press, OOH formats and digital OOH. Created by Oli Rimoldi and Sigi Egedal, and designed by Dan Montgomery, each execution shows copy fading to illustrate the stark reality of life for those with the disorder. For example, the text "It's dreadfully irritating when my husband forgets to pick me up from the station" fades to "It's dreadful when my husband forgets me", showing the progression of Alzheimer's. The campaign aims to not only portray the devastating and isolating effects of living with dementia, but also to reassure people that through care, advice and research, Alzheimer’s Society can help keep people connected to those they love for longer and that life doesn’t end when dementia begins.
Category: Charities & appeals
Brand: Alzheimer's Society
Media: Outdoor
Agency: Fallon, London
Country: United Kingdom
Executive Creative Director: Nick Bell
Copywriter: Oli Rimoldi
Copywriter: Sigi Egedal
Art Director: Oli Rimoldi
Art Director: Sigi Egedal
Account Director: Lucy Kozac
Designer: Dan Montgomery