Extracts from the original contribution we submitted.
"I love you, but I cannot recognise you"
"I am safe with you, but I don't remember why"
"The essential persists"
THE JURY SAID
"There's this strong insight behind the campaign and a bold execution (...) Furthermore the campaign adresses the relatives directly without displaying the Alzheimer patients."
Lars Hancke, Mensch
"The young people have created a beautiful tagline with a clear Call to Action-message. The Alzheimer patients are real people who have 'just' lost a part of their memory. Accept them, understand them, there's plenty of humanity, warmth and generosity left in spite of the disease. I'm proud that young creatives are capable of creating this spot on idea.”
Poul Mikkelsen, branding expert
“It communicates directly to the heart. It touches the Alzheimer patients feelings of being isolated. It's a very including, not excluding, communication, and we're very, very happy and thankful for the young people's work."
Heidi Sahlholdt, responsible for fundraising in The Danish Alzheimer's Association