Silver
Health & Wellness-Craft
Craft - Photography Campaign
| Entrant: | Republica Havas, Miami |
| Brand: | Fight Against Alzheimer’s Association |
| Title(s): | "Red", "Green", "Blue" |
| Corporate Name of Client: | Fight Against Alzheimer’s Association (A.L.M.A.) |
| Client Company: | Fight Against Alzheimer’s Association (A.L.M.A.), Buenos Aires |
| Client President: | Gladys Bangueses |
| Global Chief Marketing Officer: | Guillermo Ferro |
| Agency: | Republica Havas, Miami |
| Agency Chief Executive Officer: | Jorge Plasencia |
| Agency President: | Luis Casamayor |
| Agency Creative Chairman: | Luis Casamayor |
| Chief Creative Officer: | Tomy Waissmann |
| Creative Director: | Martin Stuart |
| Associate Creative Director: | David Thackeray |
| Agency Head of Production: | Gustavo Fernandez |
| Agency COO: | Anthony Bianco |
| Agency Managing Director: | Vanessa Bolanos |
| Agency Chief Strategy Officer: | Catarina Goncalves |
| Production Company: | La Perla Buenos Aires, Buenos Aires |
| Senior Executive Producer: | Silvina Lommi |
| Photographer: | Lucila Blumencweig |
| Retoucher: | Diego Chiliano |
Description:
The overall objective of the foundation is to raise awareness about the different symptoms of Alzheimer's and, in each campaign, to showcase one of the most important ones because the general public is unaware of the disease and the symptoms it causes.
Therefore, being attentive to each of these symptoms will enable us to work earlier on how the disease will progress and everything we need to know to care for and try to ensure that the patient has the best possible life.
These pieces absolutely depend on craft and their photography. Finding that exact moment when the sun filters through the buildings, allowing only a ray of light to enter.
The search for locations and the exact moment this occurs is a significant part of the final work.
The details of the walls that are in harmony with the clothing colors worn by the protagonists and that darkness perfectly conveys what happens when, in a second, those suffering from the symptom don't know where they are; they don't know where they are going or even what they're doing there.
The campaign manages to show a clear symptom of the illness, and both the darkness and the light perfectly reflect that symptom.