|Title||Daughter and Mother|
|Brief||We're shocked as we watch this film, which shows a little girl looking after her young mother, who clearly suffers from Alzheimer's. However, the ending reveals that the girl is actually an adult and that her mother is an elderly woman. The message: Alzheimer’s is a disease that affects not only the person suffering from it, but also their children.|
|Agency||BBDO New York|
|Campaign||Daughter and Mother|
|Advertiser||Cure Alzheimer's Fund|
|Brand||Cure Alzheimer's Fund|
|Business Sector||Disease Awareness, Support Groups & Associations|
|Story||Implementation;This film makes use of a misdirect. We lead the viewers to believe that we are telling the story of a little girl and her young troubled mother. However, at the end we reveal that they are both actually much older. The little girl needed to be directed to be wise beyond her years, while her mother needed to come across as a little unhinged, demonstrating many of the symptoms of Alzheimer’s. Both actors needed to capture a raw emotion and perform in a very authentic way. Their older versions also needed to look like them and exhibit similar features and mannerisms. We cast extensively in LA and New York to find these special individuals.;Entry Summary;Over six million people in the United States now have Alzheimer's disease — and it is estimated that four million (or two thirds) are women.;Brief Explanation;This film was created to bring awareness to the fact that Alzheimer’s is a disease that not only affects the person suffering from it, but also their children. As it plays out we are led to believe that a little girl is looking after her young mother. However, in the conclusion we reveal that she is actually an adult and her mother is an elderly woman with Alzheimer’s. We wanted to make people aware that by donating to the Cure Alzheimer’s Fund, they could possibly put a stop to this and prevent them from becoming a future burden to their children.|
|Media Type||Web Film|
|Production Company||O Positive|
|Executive Creative Director||Mike Smith|
|Creative Director||Adam Livesay|
|Creative Art Director||Matthew Brink|
|Art Director||Adam Livesay|
|Chief Strategy Officer||Crystal Rix|
|Planning Director||Vicky Szuflita|
|Account Director||Josh Goodman|
|Director of Integrated Production||David Rolfe|
|Executive Producer||Amy Wertheimer|
|Executive Producer||Diane McCann|
|Music Producer||Melissa Chester|
|Music Producer||Sasha Awn|
|Executive Producer||Ralph Laucella|
|Executive Producer||Corina Dennison|
|Conform and Finishing||No 7|
|Director of Photography (DOP)||Mark Laliberte-Else|
|Editing Company||Number 6|
|Sound Engineer||Evan Mangiamele|
|Conform Artist||Ed Skupeen|
+20 years of experience in digital transformation, most of which...
Digital and 360° creative executive who inspires change and foste...
My creative pursuits have always gotten me in trouble. Before Fac...
A publicist and musician, Alexis worked for four years at Ogilvy...
Primero que todo, padre de dos hijas maravillosas. Segundo, publi...
Central Saint Martins BA (hons) Graphic Design, spec...
Leo Copet was born in Reims. He started his music career in 2006...