Alzheimer’s Society UK - "Mark and Caroline"

New Commercial Arts

New Commercial Arts London, Royaume-Uni

2546

Cette création fait partie de la Collection Act Responsible

Marque: Alzheimer’s Society UK
Pays: Royaume-Uni

Annonceur: Alzheimer’s Society UK

Titre	Mark and Caroline
Agence	New Commercial Arts
Campagne	The Ultimate Vow
Annonceur	Alzheimer’s Society UK
Marque	Alzheimer’s Society UK
Date de première diffusion/publication	2023 / 3
Secteur d'activité	Associations d'information et de lutte contre la maladie
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.
Type de média	Presse & publications
Longueur	40 seconds
Maison de production	Biscuit Filmworks UK
Post-Production audio	Factory Studios
Responsable de la publicité (annonceur)	Alex Hyde-Smith
Responsable de la publicité (annonceur)	Harriet Foxwell-Corden
Responsable de la publicité (annonceur)	Victoria Evans
Responsable de la publicité (annonceur)	Laura Parsons
Responsable de la publicité (annonceur)	Ellie Jerman
Responsable de la création	Ian Heartfield
Directeur artistique	Nici Hofer
Equipe créative	Jules Middleton
Equipe créative	Peigh Asante
Director of Production Operations	Matt Craigie-Atherton
Producer	Lucie Georgeson
Producteur print	Amanda Davies
PDG	James Murphy
Business Director	Miriam Goode
Senior Account Director	Janki shah
Responsable de la stratégie	David Golding
Planning Partner	John Blight
Project Director	Sylvie Edwards
Réalisateur	James Rouse
Producteur	Benji Howell
Producteur exécutif	Rupert Reynolds-Maclean
Directeur de la photo	Mark Wolfe
Chef décorateur	Guy Thompson
Habilleuse / styliste	Selina Wong
Monteur	Bill Smedley
Assistant Monteur	Rebecca Quinn
Editorial Producer	Antonia Porter
Post production	Untold Studios
Executive Post Producer	Tomek Zietkiewicz
Post-production Producer	Simon Downie
Post-production Producer	Jordan Malonga
VFX Supervisor	Ben Cronin
VFX Artist	Kia Coates
Coloriste	Julien Alary
Color Producer	Eli Sandal
Sound Designer	Anthony Moore
Sound Designer	Josh Campbell
Music Supervision	Sean Craigie-Atherton
Music Supervision	Manderley Music
Music Arranger/Composer	Guy Farley
Photographe	Mary McCartney
Photographer's Agent	LGA
Retouching	Hand of God
Designer	King Henry
Agence Média	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