Celebrating Creativity #141 – EMDA Alzheimer Association

This is another brilliant cinema stunt that perfectly demonstrates how a real experience can be a very effective source of communication.

To recreate the feelings of disorientation, confusion and self-doubt that victims of Alzheimer’s Disease feel, EMDA Alzheimer Association Israel hit the largest cinema in Israel with a clever awareness campaign.

Whilst viewers were waiting for their selected movie to start, they soon realised that movie was switched with another one, causing confusion and irritation which Alzheimer’s patients suffer from daily. After a short time, the reason for confusion was revealed.

A simple and very smart stunt. Check out the result on the video below.