Living with Parkinson’s disease means becoming a prisoner of a body that no longer feels like your own.
In France, more than 270,000 people live with Parkinson’s disease, and thousands of new cases are diagnosed each year. Yet it’s a disease that is largely misunderstood by the general public. In fact, 7 out of 10 French people are unable to identify its most disabling motor symptoms: movements that become painfully slow until the body completely locks up.
On the occasion of World Parkinson’s Day on April 11, France Parkinson launched a communication campaign, created by TBWA\Paris, to confront public perception and reveal the true reality of the disease. A reminder of the urgent need to support research.
At the heart of the campaign is a powerful image: a body caught in a latex material that slowly tightens, suffocating every attempt to move. It embodies what patients experience: a body that slows, hardens, locks, and ultimately stops responding. The campaign includes this film–directed by Lucie Bourdeu via studio HIERSOIR–which pushes the feeling of confinement to its most extreme expression, making visible what is usually unseen.
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Credits
Client France Parkinson Aurélie Camm Chapel, Sophie Lasbleis, Amandine Lagarde, Jean-Louis Dufloux, Maëlenn Rochois, Valentine Duriez, leads. Agency TBWA\Paris Jonathan Serog, Selma Metadjer, leads; Faustin Claverie, executive creative director; Sebastien Guinet, art director; Josselin Pacreau, copywriter; Amelie Pierre, strategic planner; Anne-Claire Girard, TV producer. Production HIERSOIR Lucie Bourdeu, director; Anne-Cecile Jamin, producer; Nolwenn Grall Jaubert, production director; Juliettte P. Poirier, Faustine Rose, executive production; Nikita Popkov, DP; Mathieu Perez, 1st assistant director; Annie Sperling, set designer; Monique Fei, SFX membrane; Roxane Noel, Charlotte Parmentier, stylists; Donia Ben Najeh, hair & makeup Casting Teodora Doslov. Editorial Pierre Saunier, editor. Color Grade Nicolas Gautier, colorist. Music & Sound Olivier Lefebvre, head of music & sound; Ferdinand Huet, music art director; Ambroise Cabry, sound director; Max Labarthe, sound designer; Melissandre Mons, sound coordination. Music “Our Love,” performed by Percy Faith. Originally released in 1964. Published by Universal PolyGram Int. Publishing, Inc. All rights reserved by Columbia Records, a division of Sony Music Entertainment. Used with permission from Sony Music Entertainment France and Universal Music Publishing.
Californian lighting company Gantri has launched its wireless collection, aiming to transform people’s experience of home and office interior lightscapes. To announce the new line of lamps, Gantri partnered with Canadian-based creative agency newkid on a strategic campaign that explores themes of freedom, movement, and vibrancy through dynamic imagery. The new collection of 10 lamps marks an achievement in both aesthetic and technical design.
Produced by production company Fela and directed by William Ukoh, the film weaves the idea of connection throughout, for both the wireless lamps and, on a deeper level, the invisible thread that connects us all. Ukoh helmed both the 80-second film and shot the stills campaign, highlighting in both mediums the impact of a light that moves you and moves with you. Character-driven and full of personality, with a strong, cohesive visual language, the campaign artfully showcases the collection’s charisma and energy.
“The launch film is meant to capture a sense of wonder and community,” said Ukoh. “We wanted to create a vibrant film, fueled by the spontaneity of jazz. Natural expressions of emotion, movement, and intrigue flourish with each handoff of the lamp, showing different types of relationships, and unlocking small but significant moments of life, love, and wonder along the way.”
Matthew Donne, co-founder and creative director of newkid, added, “This is our first collaboration with Gantri, and at the center of our creative strategy is the dual meaning in the campaign platform ‘Light that moves you.’ Exploring the power of light in motion and the emotion of light, and how we could relay that through moving and still images. We loved working with Gantri, Fela, and William to introduce... Read More
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