| Philosophy | 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. |
