Title | THE MEMOIR OF EMPTINESS |
Brand | WORLD ALZHEIMER’S DAY |
Product / Service | WORLD ALZHEIMER’S DAY |
Category | B03. Best use of Ambient Advertising: Small Scale Special Solutions |
Entrant | DDB CHINA GROUP Shanghai, CHINA |
Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
Advertising Agency: | DDB CHINA GROUP Shanghai, CHINA |
Credits | |
Chief Creative Officer | Michael Dee |
Creative Director | Billy Deng |
Copywriter | Billy Deng/Xiaole Han |
Account Supervisor | Tracy Cao |
Producer | Jacqueline Wu/James Chen |
Art Director | Nie Lang |
Illustrator | Nie Lang |
Photographer | Vincent Koh |
Location: bookstore Execution: We created a special book of Memoir released on World Alzheimer’s Day and shelved on bookstores throughout Shanghai. When people opened the Memoirs, they were surprised to find that this book was blank. A bookmark placed inside this book had a message, that let people understand that blank is a reflection of how the elderly feel when they have Alzheimer’s Disease. They lose their memory and their lives slowly become empty and blank, just like the book.
Bookmark Text: It’s not surprising to find that there’s nothing inside this memoir. Emptiness, is the true reflection of what appeared in his mind as a result of Alzheimer's Disease that erased all his memories. The loss of memory in Alzheimer's Disease isolates patients from the outside world, and they even forget about their families. If a member of your family has the signs of memory loss, please consult for medical help as soon as possible.