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.
You have limited-time access to this page, (Access is valid until: 2026-04-19)
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.
A couple meets their future child in this docushort for The Finnish Institute for Health and Welfare
The Finnish Institute for Health and Welfare (THL) launched Future Finland, a 100-year study that will follow an entire generation of children born in Finland between 2026 and 2029. To succeed, the project needs an entire generation, around 200,000 families, to participate. To recruit families for the study, agency TBWA\Helsinki devised a hook that went beyond traditional communication--asking what if expecting parents could meet their future child right here, right now.
For this purpose, the first-in-the-world, biologically grounded AI system was built. This AI system is able to produce a vision of each expecting couple’s future child--who looks like them, sounds like them, knows them at heart, and is ready to have a values-based, real-time conversation.
This documentary short taps into the insight that in Finland, there is one group of people who are strongly optimistic about the future: parents who think their children, the next generation, will make a positive difference in the world. In this film directed by Iris Olsson, expectant couples meet their future children for the first time and engage in a conversation. In the end, the children invite their parents to join the study.
[video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2026/04/15105355/THL-Huomisen-Suomi-webmix-ENG-sub.mp4"][/video] Read More
Type above and press Enter to search. Press Esc to cancel.
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.
