| Заголовок | Pure Imagination Project |
| Агентство | frank about women |
| Кампания | Pure Imagination Project |
| Рекламодатель | Alzheimer's Association |
| Бренд | Alzheimer's Association |
| Дата первой трансляции/Публикации | |
| Бизнес сектор | Общественная безопасность, здоровье и гигиена |
| История | An unfortunate truth is that many believe Alzheimer’s is just memory loss when it’s actually a fatal disease for 47 million people worldwide. Every 66 seconds someone develops Alzheimer’s. It kills more than breast cancer and prostate cancer combined. Yet Alzheimer’s often remains out of the news and social media conversation. The Pure Imagination Project was a pro bono initiative seeking to bring widespread attention to the effects of this devastating disease, the need for imagination in finding a cure, and awareness of The Alzheimer’s Association’s efforts. We were inspired by one of Alzheimer’s best-known victims in one of his most iconic roles: Gene Wilder as Willy Wonka performing “Pure Imagination” in Willy Wonka & The Chocolate Factory. Recognizing the urgency of The Alzheimer’s Association’s mission, the Gene Wilder estate, Warner Brothers, and Universal Music Group gave permission to visually reimagine the classic 1971 film for the first time. Strategy To raise awareness of Alzheimer’s and the need for imagination in finding a cure, we want to engage The Alzheimer’s Association’s core audience of caregivers and advocates. But we also must raise awareness among those not yet affected by the disease or too young to think they need to care about it. We need to touch people on an emotional level and inspire action by making it easier to understand the effects of Alzheimer’s. Adding the connection of losing Gene Wilder to this devastating disease only tugs on the heartstrings further. Relevancy “Pure Imagination” and its message about the power of imagination is one of the most inspirational songs of all time. Written for the 1971 film, Willy Wonka & The Chocolate Factory, and sung by Gene Wilder as Willy Wonka, the song and movie scene are intrinsically linked, so only Wilder’s original performance could be used. As the candy-filled world of Wonka’s imagination is made to visually disappear piece by piece to parallel the effects of Alzheimer’s disease, the music fills us with hope and the belief that anything is possible with imagination — including a world without Alzheimer’s. Outcome The Pure Imagination Project made a profound difference, increasing conversation about Alzheimer’s using #PureImagination during the vital National Alzheimer’s Disease Awareness Month and holiday giving season. Being a nonprofit with limited ability to provide support, the initiative relied heavily on getting viewed and shared through owned and earned media. The Pure Imagination Project garnered over 2 million video views and 786.4 million media impressions worth $27.5 million in earned media. Regarding The Pure Imagination Project, Karen Wilder said, “When I saw this campaign, I knew that it brilliantly and beautifully captured all that Alzheimer’s can take away, and my hope is that it will motivate people to learn more and to seek to change the course of this disease for future generations.” Perhaps it’s no coincidence that Gene Wilder, as Willy Wonka, wore a purple coat and that purple is the color of the Alzheimer’s movement. Execution The Pure Imagination Project launched as an integrated digital, social, and PR initiative during National Alzheimer’s Disease Awareness Month (U.S.) in November. The video was shared via the Alzheimer’s Association’s website, YouTube, Facebook, Twitter, and Instagram, with additional social sharing by local chapters, celebrities, and influencer advocates. Launching on The Alzheimer’s Association’s social networks gave the video credibility and a support base for sharing to spread from. The engaging remake of the “Pure Imagination” scene, with its magically disappearing candy and surprisingly dark yet hopeful twist, was edited to an optimal length for social sharing and mass media coverage. The video and an essay by Karen Wilder, who was inspired by the project to join the fight against Alzheimer’s, gained coverage by media outlets such as Adweek, Ad Age, The Drum, ABC News, USA Today, Rolling Stone, Entertainment Weekly, Vanity Fair, People, The Doctors, The Independent, Daily Mail, and RTE. Campaign Description The classic “Pure Imagination” scene from Willy Wonka & The Chocolate Factory was visually reimagined to make the candy-filled world of Wonka’s imagination disappear slowly piece by piece, then exponentially faster until there is nothing left, drawing a poignant parallel to the effects of Alzheimer’s. As Gene Wilder sings “Pure Imagination,” giant lollipops, chocolate waterfalls, candy canes, gummy bears, gumballs, licorice, and cream-filled mushrooms vanish right in front of the children and their parents. Even the edible tulip Wonka sips from disappears out of his hands. A foreboding yet inspiring message appears on screen: “Alzheimer’s can steal your imagination piece by piece. But with your help, imagine how we can end it.” Wilder then returns on screen singing, “Come with me, and you’ll be, in a world of pure imagination,” as all the candy quickly reappears and the chocolate factory comes back to life, filling viewers with hope and possibility. |
| Тип медиа | Digital |
| Длина | |
| Продакшн Студия | Significant Others |
| Директор по маркетингу (CMO) | Michael Carson |
| Marketing Advertising | Rachel Fuller |
| Media Entertainment Industry Engagement | Kate Meyer |
| Digital Marketing | Daniela Petrovska |
| Director of Strategic Communications | Brett Armstrong |
| Director of Content Strategy | Lisa Blaney-Koen |
| Director of Technical Strategy | Mike Kobus |
| Senior Associate Director, Marketing | Thema McDonald |
| Media Engagement | Ashley Bryan |
| Эксперт по соц. сетям | Megan Waugh |
| Главный креативный директор | Mark Wenneker |
| Креативный директор группы | David Olsen |
| Ассоциированный креативный директор | Justin Mace |
| Ассоциированный креативный директор | Ray Boome |
| Associate Director, Design | Mike Herman |
| Арт-директор | Josh Taguiam |
| Художественный руководитель цифрового формата | Scott Howard |
| Директор интегрированного производства | Susanna O |
| Broadcast Producer | Paul Watson |
| Senior Broadcast Editor | Evan Pease |
| Director of Digital Creative Production | Steve Haroutunian |
| Продюсер цифрового формата | Luke Morales |
| Lead Developer | Dave Lee |
| Director of Global Communications | Suzanne McGee |
| Senior Agency Communications Manager | Katie Tammaro |
| PR Account Supervisor | Brittany Zahoruiko |
| Делопроизводитель | Gabe Jimenez |
| Project Management Supervisor | Stacey Layne |
| Коммерческие дела | Davina Turnbull |
| Менеджер по делам бизнеса | Nickie Kolb |
| Коммерческие дела | Danica Bates |
| Заместитель директора по медиа | Sarah Simmons |
| Медиа-планировщик | Meredith Adams |
| Медиа-планировщик | Mike Thomas |
| Президент | Stephanie Apt |
| Исполнительный продюсер | Sarah Roebuck |
| Спецэффекты / видеоэффекты | Alek Rost |
| Assistant VFX Producer | Kyra Hendricks |
| Креативный директор | Dirk Greene |
| Художник по видеоэффектам | Dirk Greene |
| Lead VFX Artist | Matt Stroub |
| Художник по видеоэффектам | Betty Cameron |
| Художник по видеоэффектам | John Ashby |
| Художник по видеоэффектам | Eric Gelgand |
| Художник по видеоэффектам | Carmen Maxcy |
| Звукооператор | T. Terressa Tate |
| Assistant Audio Engineer | Chas Langston |
| Chief Creative Officer | Mark Wenneker |
| Group Creative Director/Writer | David Olsen |
| Associate Creative Director/Art Director | Justin Mace |
| Associate Creative Director/Writer | Ray Boome |
| Art Director | Josh Taguiam |
| Digital Art Director | Scott Howard |
| Designer | Mike Herman |
| Director of Integrated Production | Susanna O'Connell |
| Producer | Paul Watson |
| Senior Broadast Editor | Evan Pease |
| Director of Digital Creative Production | Steve Haroutunian |
| Digital Producer | Luke Morales |
| Lead Developer | David Lee |
| Director of Global Communication | Suzanne McGee |
| Senior Agency Communications Manager | Katie Tammaro |
| Account Supervisor, PR | Brittany Zahoruiko |
| Senior Account Executive | Gabe Jimenez |
| Project Management Supervisor | Stacey Layne |
| Associate Director, Business Affairs | Davina Turnbull |
| Business Affairs Manager | Nickie Kolb |
| Associate Media Director | Sarah Simmons |
| Media Planner | Meredith Adams |
| Media Planner | Mike Thomas |
| Entrant Company | MULLENLOWE |
| Idea Creation | MULLENLOWE |
| Production | MULLENLOWE |
| PR | MULLENLOWE |
| Media Placement | MULLENLOWE |