Alzheimer’s Research UK, creative agency Above+Beyond and Passion Pictures have launched a heartbreaking animated film to bring to life the “happily ever afters” that dementia has stolen.
Despite the fact that millions in the U.K. will go through a devastating journey with dementia, there is still a startling lack of awareness about the devastating effects of the condition. Alzheimer’s Research UK has revealed that less than half (49%) the British public can name memory loss as an effect of dementia, with over a fifth (22%) saying they have no idea how the condition impacts people.
Titled “Change The Ending,” this film brings home the importance of Alzheimer's Research UK’s mission to find a cure, and urges the British public to stand with them and support their revolutionary research.
The Disney-style animated ad, created by Above+Beyond, begins with the quintessential fairytale ending, showing a prince slaying a dragon and riding off into the sunset with a princess, happily ever after. But, as the Oscar-winning Olivia Colman begins to narrate, we slowly realize that this isn’t the ending we all know and expect.
The campaign film makes us witness the prince’s decline–at first forgetful, but then evolving into someone fearful, and physically weak–much to the concern and sorrow of a princess who remains stoic and committed to his care.
The two-minute piece ends with a match cut from animation to a real couple in live action, revealing that this isn’t a fairy tale but the devastating reality for the almost one million people in the U.K. living with dementia today, with someone developing the condition every three minutes. But there is a way to change the ending–through research.
Via Passion Pictures, againstallodds directed the animation for “Change The Ending.” Live-action directors were Ben and Dan Tubby of Tubby Brother Films.
