Brand: ICM
Communication and Development Director: Jean-Louis Da Costa
Communication assistant manager: Axelle de Chaillé
Web Manager: Antoine Bonvoisin
Agency: Publicis Conseil
Global Chief Creative Officer: Bruno Bertelli
Executive Creative Director: Elie Trotignon
Digital Creative Director: Pierre Coulier
Artistic Director : Delphine Bojago, Olivier Gamblin
Copywriter : Delphine Bojago, Olivier Gamblin
Account Manager: Gaëlle Morvan / Laurent Enet
Creative Technologist: Julien Mahé, Kirgan Somville
Strategic Planning: Etienne Averseng
Process Manager: Patricia Denis-Du-Péage
TV Producer: Florent Villiers
Director: James Lees
DOP: Jackson Hunt
Production Company: LA PAC
Producer: Jérôme Denis
Production Director: Eric Lipchitz
Post-Production Director: Betty Bertrand
Editing: Benjamin Bruel
Post-Production Manager (Prodigious): Xavier Guennan, Karine Friang
Post-Production: Régis Oyer, Sylysak Taidonekhong, Julien Laudicina, Guillaume Schmitt, Mika Arslanyan,
Sound Producer (Prodigious): Boris Nicou, Olivier Guillou
Mixer: Florentin Foucault, David Cailleaux
And with the collaboration of: Studio Éclair, Pathé-Gaumont, OBahamas
Published: April 11th 2018
Synopsis:
#ShakeParkinsonsOff
About 8,000* new cases are reported each year. In the context of World Parkinson's Day, on April 11th, the ICM (Institut du cerveau et de la moelle épinière / the Brain and Spinal Cord Institute), is highlighting their latest advances, therapeutic innovations of tomorrow, and the new treatments made possible by the advances in neuro-imaging and the use of Big Data.
For World Parkinson’s Disease Day, the ICM, in partnership with Publicis Conseil, is launching a new campaign to raise awareness and appeal for donations.
The campaign will comprise a film running online and on TV, supported by a mobile phone version using haptic technology.
While watching the film, the technology triggers phone vibrations, recreating the tremors of Parkinson’s disease and helping fuel a new, immersive and emotionally powerful experience.
The film takes us through Tom's life, from his childhood to old age. During the key moments of his life, the different emotions he feels make him tremble. When he is older and the symptoms of the disease start to appear, his tremor is no longer due to the emotions but to Parkinson's disease itself and they don’t stop.
The objective of the film is to create understanding through associating Tom’s trembling to the phone vibrations. The campaign aims to engage all generations, and to mobilise a younger audience.
Because only “our emotions should make us tremble”, everyone will have the opportunity to stop the vibrating by making a donation to the ICM to support the research and help the institute to defeat Parkinson's disease.