Parkinson's NSW: The Hold [30 sec]

Credits & Description:

Brand: Parkinsons Nsw
Corporate Name of Client: Parkinson's NSW
Agency: J. Walter Thompson, Sydney
Executive Creative Director: Simon Langley
Creative Directors: John Lam/Paul Coghlan
Copywriter: John Lam
Art Director: Paul Coghlan
Agency Producer: Gemma Kay
Production Company: Filmgraphics, Sydney
Director: David Denneen
Executive Producer: Anna Fawcett
Director of Photography: James Brown
Post-Production Company: Filmgraphics, Sydney
Editor: Toby Denneen
Sound Design Company: Smith & Western
Date: April, 2017
Synopsis:
Too many people out there assumed Parkinson’s was just an old person’s disease and not enough knew the truth – it’s a young person’s disease, too. We felt that because Australians thought this way, they weren’t willing to open their wallets. But knowing it devastates young people’s lives, too – that’s a different conversation and mindset. That would therefore lead to Australians being more open-minded to the notion of donating and finding a cure.
Challenge perceptions around the age of Parkinson’s sufferers • Objectives: Increase awareness that it’s a young person’s disease too, plus increase engagement around World Parkinson’s Day, plus increase donations.
The idea played off the power of viewers’ preconceptions of a Parkinson’s sufferer’s age. Too many people think
it’s an old person’s disease, not enough know it’s a young person’s disease, too. So we played a psychological
trick on viewers. Viewers got comfortable anticipating that the father would be the one with the shaking hands. But
we shocked viewers by revealing it was in fact the daughter with the shaking hands.