For its Fight Against Alzheimer’s Association project titled “oBko” (a jumbled "Book") agency Republica Havas–with the support of Penguin Random House–transformed one of Claudia Piñeiro’s bestsellers, “Una suerte pequeña,” broke it down and reassembled it in three different ways, where each represents one of the three most frequent symptoms of Alzheimer’s: repetition of stories, memory loss and chronological alteration, thus capturing how Alzheimer’s alters stories and reflected in this case study film.
“As an organization devoted to the prosperity and well-being of our Hispanic community, Republica Havas is extremely proud of supporting this important organization,” said Jorge Plasencia, co-founder and CEO of Republica Havas.
Gladys Bangueses, president of Fight Against Alzheimer’s Association (A.L.M.A.), commented: “When the agency shared with me this new idea to support our Association, in this case by putting together Claudia Piñeiro’s book, or rather breaking it apart into three different formats, I was impressed. I believe that focusing on some of the many symptoms of Alzheimer’s (cognitive gaps, compulsive repetition, and chronological memory disturbance) and somehow reflecting them through these striking new book versions is an excellent practical example for the community and especially so that the families of those affected by this disease can get a better understanding of what’s going on in the brains of those with Alzheimer’s in their families.”
Tony Waissman, chief creative officer of Republics Havas, noted, “Connecting with Claudia to share the idea with her was inspiring; the enthusiasm from A.L.M.A.’s Gladys Bangueses was contagious and when we started the process we enjoyed every minute of it. I’m thrilled with this project and I hope people will enjoy it and we will be able to contribute to helping raise awareness in those who may know someone close who repeatedly manifests these types of symptoms.”
Hernán Jauregui of Virgen Films directed the film.
CreditsClient Fight Against Alzheimer’s Association Agency Republica Havas Tony Waissmann, chief creative officer; Martin Stuart, creative director; David Thackeray, associate creative director; Catarina Goncalves, chief of strategy; Gustavo Fernandez, general producer & VP; Jamie Santucci, content & social media director. Production Virgen Films Hernán Jauregui, director; Alan Badan, DP; Martin de Escalda, Diego Peskins, exec producers; Juan Curcio, producer. Postproduction Cecilia Cesari Sarmiento, post coordination; Pablo Cantorati, editor. Color Roy Bermudez, colorist; Santago Burgos, color producer. Music & Sound Twins Music Argentina Jerónimo Gonzalez Montalvo, sound director; Maxi Scott, music advisor; Tom Huergo, mastering & sound FX.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More