EMDA Outdoor THE WRONG MOVIE by Acw Grey Tel-Aviv

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Industry Public Safety, Health & Hygiene
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Israel
Agency Acw Grey Tel-Aviv
Creative Director Ziv Meiri
Art Director Carmit Ken-Dror
Copywriter Idan Levy
Producer Hagi Ramati
Released August 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: EMDA
Agency: ACW GREY
Chief Creative Officer: Tal Riven
Creative Director: Ziv Meiri
Copywriter: Idan Levy
Art Director: Carmit Ken-Dror
Advertiser's Supervisor: Galit Siman Tov
Producer: Hagi Ramati
Other Credits: Daniel Peretz Markish/Tomer Biran/Snowball/Bobi Lex/

Ambient Execution Description
The activity was done in cooperation with the largest cinema complex in Israel, "The Cinema City".
For a whole week during the International Alzheimer Awareness Week, in 30 theatre halls, we switched the beginning of the movie the audience was expecting to see with a different one, After a short while and much confusion, a slide appeared on the screen conveying the Israeli Alzheimer Association's message :
" No, you didn’t get the theatre hall confused, you're at the right movie. It was just important for us to illustrate to you the feelings of confusion and disorientation experienced by 100,000 Alzheimer patients in Israel every day."