This idea came from the symptoms of the disease: Alzheimer’s causes serious dysfunction of the memory, with patients suffering forgetfulness and repeating utterances or concepts over and over again. To invite people to donate 5/1000ths of their income to A.M.A. we chose a medium that, like Alzheimer’s patients, repeats itself ad infinitum, the animated GIF. In this case the patient keeps asking us to make a donation to the association.
Executive Creative Director:Enrico Dorizza, Sergio Rodriguez
Vice ECD:Paolo Cesano
Art Director:Pietro Lorusso
Copywriter:Totò Li vecchi
Production Company:Akita Film