This Poignant Tribute to Gene Wilder Highlights the Cruelty of Alzheimer's

MullenLowe Worked Pro Bono on Campaign for the Alzheimer's Association

By Alexandra Jardine. Published on Nov 03, 2017

Editor's Pick

A poignant new film for the Alzheimer's Association pays tribute to actor Gene Wilder (who died from the disease last year) playing Willy Wonka in "Wily Wonka and the Chocolate Factory" and singing the 1971 movie's iconic song, "Pure Imagination," to highlight the disease's cruel progression.

The ad, by Mullen Lowe, takes scenes from the original film and makes some of the candy disappear to show how Alzheimer's slowly, bit by bit, "steals your imagination."

The film directs viewers to a website where they can learn more and donate. The campaign, also encourages them to post on social media about loved ones with the disease, sharing a photo on Instagram or Twitter using the hashtag #PureImagination.

The Pure Imagination Project was developed pro bono by a creative team at MullenLowe's Winston-Salem office, all of whose families have been touched by Alzheimer's disease. "Having lost my father to Alzheimer's, and my mother a year later from the toll of being his caregiver, I know firsthand there is no sugar-coating the impact of this disease," says David Olsen, group creative director at MullenLowe Winston-Salem. "Just as Gene inspired millions to believe anything is possible with the power of pure imagination, we hope this work will inspire others to help fulfill the Alzheimer's Association's mission to imagine a world without Alzheimer's."

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Nov 03, 2017
Alzheimer's Asssociation
President and CEO:
Harry Johns
Chief Marketing Officer:
Michael Carson
Sr. Director, Marketing & Advertising:
Rachel Fuller
Sr. Director, Media & Entertainment Industry Engagement:
Kate Meyer
Sr. Director, Digital Marketing:
Daniela Petrovska
Director, Strategic Communications:
Brett Armstrong
Director, Content Strategy:
Lisa Blaney-Koen
Director, Technical Strategy:
Mike Kobus
Senior Associate Director, Marketing:
Thema McDonald
Associate Director, Media Engagement:
Ashley Bryan
Associate Director, Social Media:
Megan Waugh
Chief Creative Officer:
Mark Wenneker
SVP, Group Creative Director:
David Olsen
Associate Creative Director:
Justin Mace
Associate Creative Director:
Ray Boome
Associate Director, Design:
Mike Herman
Art Director:
Josh Taguiam
Digital Art Director:
Scott Howard
SVP, Director of Integrated Production:
Susanna O'Connell
Broadcast Producer:
Paul Watson
Senior Broadcast Editor:
Evan Pease
VP, Director of Digital Creative Production:
Steve Haroutunian
Digital Producer:
Luke Morales
Lead Developer:
Dave Lee
Director of Global Communications:
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
Music Producer, Business Affairs:
Danica Bates
VP, Associate Media Director:
Sarah Simmons
Media Planner:
Meredith Adams
Media Planner:
Mike Thomas
Production Company:
Significant Others
Stephanie Apt
Executive Producer:
Sarah Roebuck
VFX/Audio Producer:
Alek Rost
Assistant VFX Producer:
Kyra Hendricks
Creative Director:
Dirk Greene
VFX Artist:
Dirk Greene
Lead VFX Artist:
Matt Stroub
VFX Artist:
Betty Cameron
VFX Artist:
John Ashby
VFX Artist:
Eric Gelgand
VFX Artist:
Carmen Maxcy
Audio Engineer:
T. Terressa Tate
Assistant Audio Engineer:
Chas Langston

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