Association France Alzheimer Radio SHOELACES by Saatchi & Saatchi + Duke


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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Radio
Market France
Agency Saatchi & Saatchi + Duke
Creative Director Christophe Coffre
Account Supervisor Xavier Royaux, Alban Mathery
Released May 2005

Credits & Description

Advertising Agency: SAATCHI & SAATCHI PARIS, FRANCE, Neuilly-sur-Seine
Creative Director: Christophe Coffre
Scriptwriter: Jean-François Fournon/Stéphanie Soullié de Morant
Account Supervisor: Xavier Royaux/Alban Mathéry
Advertiser's Supervisor: Jean Doudrich/Guy Le Rochais/Stéphanie Mouret/Christine Auberton

Script in English

A young mother is showing how to tie shoelaces

Look: I’ll show you
You see, it’s not complicated. You take your lace, you make a loop... like this... then you pass your lace through the loop... there you go, that's how you do it! Go on, you have a try! You don’t want to try. Look, you take your lace... NO! Stop, don’t pull, you will undo it all!!! (a little agitated) OHH Daddy... you have undone your laces!!

VO: Living with a person suffering from Alzheimer's requires a lot of patience and training and that means time and money. An Alzheimer’s patient means a whole family that needs help. Send your donations to France Alzheimer : 21 bvd Montmartre 75002 Paris
Script in Orginal Language

Une jeune maman montre comment lacer ses chaussures.

Regarde : je te montre.
Tu vois c’est pas compliqué. Tu prends ton lacet, tu fais une boucle…comme ça… Ensuite tu passes ton lacet dans la boucle…voilà…çaaa y eesstt ! Allez, t’essayes ? Tu veux pas essayer… Voilà : tu prends le lacet… non !! Arrête, ne tire pas, tu vas tout défaire !!!!! (un peu désespérée) : Ohhhh Papa…t’as encore défait tout ton lacet….

Voix off : Vivre avec un malade d’Alzheimer réclame beaucoup de patience et de formation donc de temps et d’argent. Un malade d’Alzheimer, c’est toute une famille qui a besoin d’aide. Envoyez vos dons à l'association France Alzheimer, 21 bvd Montmartre 75002 Paris.
Brief Explanation

Everybody seems to know what Alzheimer's is: old people losing their memory. But everybody forgets that the families are suffering a lot while taking care of their parents. This campaign gives an insight into life with an Alzheimer’s sufferer. People caring for a family member suffering from the disease need a lot of patience. Every day is a little battle they cannot afford to lose.