The fight, Gun

Agency Network: 
September 2010
Association France Alzheimer:  The fight, Gun


Print advertisement created by Saatchi & Saatchi, France for Association France Alzheimer, within the category: Public Interest, NGO.


Without your support, his fight is already lost.

Advertising Agency: Saatchi & Saatchi, Paris, France
Creative Director: Christophe Coffre
Art Directors: Florian Roussel, Olivier Gamblin
Copywriter: Guillaume Blanc
Photographer: Yann Forhan
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Blashyrkh's picture

Maybe it looks strange, but I understand clearly what they mean. The only thing I don't like is that all prints are related to the war.

Activity Score 32892
Art Director
Cheerriiee's picture

Thanks god its just a cane.
That old man is evil.

Activity Score 952
Graphic Designer
jackmancer2017's picture

Indeed. I wouldn't donate my money to him.

silvi's picture

What a sad campaign! Strong, good casting.

Activity Score 4170
atb2005's picture

He's clearly trying to gun down someone outside.. What a message!

Activity Score 13547
F.Abboud's picture

I think they pushed it too much with these visuals! All visuals treat the Alzheimer patients as terrorists/rebellions which is neither fair nor correct! I think a TVC for this subject, with a different strategy, would give more support for this campaign.

Activity Score 218
keithstoeckeler's picture

Pretty powerful campaign/visual.

Activity Score 425
quokkies's picture

Good creative insight. You should help them fight again the disease. If you can?

Activity Score 251
Leo Burnett Viet Nam
Guest's picture

"good creative insight"!!! quokkies are you crazy or it's the beginning of alzheimer disease....

Phil Lestino's picture

I think he's remembering that day in the book repository....or marbe he was on the grassy knoll.

Phil Lestino
Activity Score 1682
Johnny on the spot's picture

Clearly, they've pushed it too far. Stop acids, start hiring Saatchi Paris.

Johnny on the spot
Activity Score 52
Roger Keynes's picture

If, and only if Alzheimers = Paranoia... then, yes.

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

Guest's picture

nice ad help them fight or they will lose. An ad for people with some brain. But the comments seem to prove that Saatchi should understand they are running short of the crowd they are expecting. atb2005 may I know what made you think that old man is gonna get someone I mean leave it, such ads are not for you.

atb2005's picture

Yes such ridiculous ads are indeed not for me.

Activity Score 13547
Guest's picture

like it

Dzsoi's picture

The concept is that he is trying to shoot Alzheimer with his cane and because that is stupid, help him to have a real chance against the disease?
1. those who suffer in Alzheimer are NOT aware of that so they don't try to win over it.
2. if he thinks that his cane is a gun and Alzheimer is out there ready to be shot, the diagnosis was pretty wrong & he needs different pills...

OR the whole imaginary fight (which does not suit Alzheimer as I've said) symbolises the disease... but then again, would it make any difference if he wins?

Insight -> concept is just wrong.

Activity Score 8603
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