Good Campaign of the Week is a regular feature that, like our prestigious D&AD White Pencil, celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
Alzheimer Netherlands' Award Winning Social Good Campaign
Much like Superbowl commercial breaks in the US or the Christmas ad blockbusters in the UK, the end of year Google Zeitgeist film has quickly become an annual tradition. Looking back at the year in search, Google picks out the most important events of the past 12 months and brings them together with a nostalgic, uplifting video that has everyone reminiscing. Such is its popularity, that with each year a fiercer debate and discussion rages as to what should and shouldn’t be included in anticipation of the big reveal.
However, Alzheimer Netherlands, with the help of creative agency N=5, has cleverely subverted the Zeitgeist film by releasing a viral of its own, hijacking Google’s hashtag to draw attention to its cause.
Take a look at N=5’s Alzheimer’s Zeitgeist film below
For those stumbling across the film on social media, all seems fairly normal at first. The user is ‘Zeitgeist2014’, while the trademark Google visual style and music from previous editions are all there.
Except, the images begin to seem more and more bizarre. Scenes not just from a few years out of date, but decades out of date begin to appear. Lance Armstrong winning the Tour De France, Spain lifting the World Cup, Al Gore winning the Nobel Peace prize.
Confusing? Well, it’s what Alzheimer’s sufferers go through on a daily basis.
News-jacking is a fine art, but here it’s pulled off to near perfection with a relevant, topical campaign using an existing discussion to raise awareness of a worthy cause. In fact, many news outlets were under the impression that it was a Google-endorsed campaign for many days following (which it was not).
However, it’s not the first time N=5 has cleverly used the festive season as a vehicle for a powerful message to raise awareness of Alzheimers. You may remember from this time an image of a chocolate St. Nicholas wrapper opening to reveal an Easter Bunny, captioned “This is the sort of confusion people with Alzheimer’s suffer every day”. Timed to coincide with Sinterklaas on 5 December, the image went viral and raised a huge amount of awareness at a critical time of year.
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.