Branch Out Neurological Foundation - "Brothers"

Rethink Communications Inc.

Rethink Communications Inc. Toronto, Canada

5006

Title	Brothers
Agency	Rethink Communications Inc.
Campaign	Stranger's Voice
Advertiser	Procure
Brand	Branch Out Neurological Foundation
Posted	November 2017
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	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.
Media Type	Radio
Creative Director	Aaron Starkman
Creative Director	Dré Labre
Creative Director	Ian Grais
Creative Director	Chris Staples
Art Director	Jake Bundock
Art Director	Joel Holtby
Copywriter	Andrew Chhour
Producer	Heather Blom
Digital Producer	Todd Harrison
Developer	Ken Malley
Print Producer	Narine Artinian
Producer	Kat Stewart
Creative Director	Dustin Anstey
Engineer Developer	Ryan Chalmers
Account Executive	Scott Lyons
Production Company	Vapor RMW