ALZHEIMER'S SOCIETY - CONVERSATION NOT CONVERSION
CHALLENGE
The Alzheimer's Society wanted to tell real stories about dementia, to raise awareness of the reality of living with the disease and seeing a loved one go through it. They were interested in finding a contact point with audiences that wasn’t connected to a direct CTA, to build a relationship on the basis of a conversation rather than a request.
CREATIVE
We interviewed a group of carers - and one person living with dementia - then found points of connection between their stories, to weave a tapestry of experience that felt honest and human, and left the emotional response to the audience.
PRODUCTION
We condensed 6 hours of footage down into a 4-minute doc, composed entirely of talking heads against vibrant backgrounds drawn from the colours in the brand guidelines. We didn’t want to drive the audience into an emotional state: the stories were emotive enough by themselves, and richly varied, so we concentrated on creating an inviting frame to allow the viewer in to share the experience.
Working in our own film studio made it much easier to condense such a high volume of material. We simply passed each card to the editor as it was filled, so that they could revise and prep the material on-the-fly. By the time we hit the edit, we were ready to go . And because we gathered so much, we’ve been able to provide the client with the basis for a series of further assets to share beyond the life of the initial film they commissioned.
RESULTS
The Alzheimer's Society saw 10x their normal social engagement, with over 120k organic cross-platform views in a single week.
They said: ‘This is one of the best pieces of content I’ve seen us produce and deliver… EVER! Exceptional work.'
We co-produced this piece with Bold Content Video