Partner, Creative Director
at
Rethink Communications Inc., Toronto
North York, Canada
| Titre | Mom |
| Brief | To simulate the effects of Alzheimer’s, we handed out custom phone cards for people to call friends and family anywhere in the world for free. What they didn’t realize was that their call was being routed through a hacked VoIP phone server which modulated their voice to make them sound unrecognizable to the person they were calling. At the end of the conversation, they received a pre-programmed voice message and text which let both parties know they just experienced how Alzheimer’s turns loved ones into strangers. They were also encouraged to visit the Branch Out Neurological Foundation website to learn more about Alzheimer’s research and to donate. With permission, we used some of the conversations in 60 second PSA radio spots. |
| Agence | Rethink Communications Inc. |
| Campagne | Stranger's Voice |
| Annonceur | Procure |
| Marque | Branch Out Neurological Foundation |
| Date de première diffusion/publication | 2016 / 12 |
| Secteur d'activité | Agences de publicité |
| Synopsis | To simulate the effects of Alzheimer’s, we handed out custom phone cards for people to call friends and family anywhere in the world for free. What they didn’t realize was that their call was being routed through a hacked VoIP phone server which modulated their voice to make them sound unrecognizable to the person they were calling. At the end of the conversation, they received a pre-programmed voice message and text which let both parties know they just experienced how Alzheimer’s turns loved ones into strangers. They were also encouraged to visit the Branch Out Neurological Foundation website to learn more about Alzheimer’s research and to donate. With permission, we used some of the conversations in 60 second PSA radio spots. |
| Type de média | Radio |
| Longueur | |
| Directeur de création | Aaron Starkman |
| Directeur de création | Dré Labre |
| Directeur de création | Ian Grais |
| Directeur de création | Chris Staples |
| Directeur artistique | Jake Bundock |
| Directeur artistique | Joel Holtby |
| Concepteur / rédacteur | Andrew Chhour |
| Producteur | Heather Blom |
| Producteur digital | Todd Harrison |
| Developer | Ken Malley |
| Producteur print | Narine Artinian |
| Producteur | Kat Stewart |
| Directeur de création | Dustin Anstey |
| Engineer Developer | Ryan Chalmers |
| Chef de groupe | Scott Lyons |
| Maison de production | Vapor RMW |
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