Top Spot of the Week: Above+Beyond, againstallodds “Change The Ending” For Alzheimer's Research UK
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Robert Goldrich2021 views
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.
Client Alzheimer’s Research UK Lorna Dawson, head of brand; Hannah Reynolds, brand manager. Agency Above+Beyond Dom Goldman, chief creative officer; Artem Bjork, Ash Prentice, Tim Van der Mee, creatives; Laura Graham, chief production officer; Annabel Jewers, Charlotte Jude and Elin Tiberg, producers; Andy Breese, head of design; Maria Kay, Kieran Rafferty, designers; Mike Phillips, Claudia Bennett, strategy directors. Animation Passion Pictures againstallodds, directors; Matt Saxton, animation producer; Belle Palmer, animation exec producer. Production Company--Live Action Tubby Brother Films Ben and Dan Tubby, live-action directors; Rosie Litterick, live-action producer. Postproduction No.8 London Ellie Thwaites, KIaren Noden, producers postproduction Music Wake the Town Tom Player, composer; Dom Bastyra, music. Media Planning/Buying Yonder Media Ed Cox, managing director.