Publicis' Parkinson's Ad Will Literally Make You Tremble
ICM's mobile film uses haptic tech to simulate the tremors felt by Parkinson's sufferers.
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Wednesday 11 April is World Parkinson’s Disease Day, and to raise awareness of the illness, France's ICM (Institut du Cerveau et de la Moelle épinière) has launched a powerful campaign that lets viewers experience the physical sensations felt by sufferers of the disease.
Created by Publicis Conseil, the Shake Parkinson's Off campaign centres around an immersive film [below] which, when viewed via mobile phone, uses haptic technology to trigger vibrations in the device, recreating the devastating tremors of Parkinson's disease.
Helmed by James Lees via La Pac, the film, which will also run online and as a TVC, follows a man from childhood to old age as he experiences life's milestone moments. From the terror of being bullied as a small boy to the thrill of a romantic encounter and the joy of cutting the umbilical cord at the birth of his child, we witness his hands trembling with emotion. As he grows older, however, it becomes clear that his tremors are no longer down to his feelings, but are instead the devastating symptoms of Parkinson's disease.
The film closes with an appeal for donations to research, reminding us that only our emotions should make us tremble.
To experience the immersive film in full, open the ShakeParkinsonsOff page using Google Chrome on an Android smartphone and turn off silent mode.
Connections
powered by
- Agency Publicis Conseil
- Location Service The Magic
- Post Production Prodigious, Paris
- Production La Pac
- Agency Producer Florent Villiers
- Art Director Olivier Gamblin
- Art Director Delphine Bojago
- Copywriter Olivier Gamblin
- Copywriter Delphine Bojago
- Director James Lees
- Global Chief Creative Officer Bruno Bertelli
- Head of Production Eric Lipchitz
- Producer Jerôme Denis
- Post Production Director Betty Bertrand
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