TitleLost
Title (original language)Perdu
Agency
Campaign Cities Helping Alzheimer's
Advertiser Association France Alzheimer et maladies apparentées
Brand Association France Alzheimer
Date of First Broadcast/Publication
Business Sector Disease Awareness, Support Groups & Associations
Philosophy For the second year in a row, ici Barbès is partnering with the Association France Alzheimer and Related Diseases in its fight for a society that is more inclusive and tolerant towards those living with conditions such as Alzheimer's. Launched on 21 September for World Alzheimer’s Day, the principally digital, social media and PR campaign is centred around a symbol to be worn and a film produced and directed by ici Barbès. “Don't stop living, ever... and don't stop living together”: this is the central message of the film “Perdu” directed by Dr Bowman, a Flemish team, and produced by Players Paris. The scenario is based on a challenging concept that plays on the different meanings of “becoming lost”, because in life everyone loses things sometimes… “And sometimes there are also those who get lost... and that's it.” This film is a reminder of what Alzheimer's patients go through and the role that our society can play in helping them cope with the disease and “continue to enjoy life.” The film invites us all to wear a symbol in solidarity with the 3 million people affected by the disease. It is also an invitation for those afflicted by Alzheimer's not to be afraid to ask for help from someone wearing the symbol. The image of the compass has been chosen as this symbol: it represents the issues faced by someone with Alzheimer's and also the possibility of finding the right path again. The arrow of the compass-needle is represented by an A. A for Alzheimer's. A to help (Aider in French) This film and this symbol are the tools that help support and communicate the original concept of “Alzheimer's Friendly Cities” initiated by the association France Alzheimer. Pioneering and determined, the association wants to encourage the general population to adopt a more inclusive approach, without feeling guilt or being fearful, in line with the ambition it has to challenge preconceived views on the disease. This symbol will be found on the welcome signs at the entrances to participating cities and on badges worn by influencers recruited especially for this initiative. The OPRG (Omnicom Public Relations Group) agency will be ensuring the visibility of the campaign in the media and on social networks
Problem This film and this symbol are the tools that help support and communicate the original concept of “Alzheimer's Friendly Cities” initiated by the association France Alzheimer. Pioneering and determined, the association wants to encourage the general population to adopt a more inclusive approach, without feeling guilt or being fearful, in line with the ambition it has to challenge preconceived views on the disease. 
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