罹患阿茲海默症是什麼樣的感覺呢?為什麼家人認不得我是誰?
阿茲海默症一直到現在,成因依舊是個謎團。德國有個專門研究阿茲海默症的機構Alzheimer Forschung,與廣告公司BBDO, Düsseldorf合作,設計了這一系列的募款廣告。
而這一系列的圖象海報,主要刊登在德國區域性的報紙,車站總站與機場等等公共場所,提醒大家從阿茲海默症的患者視角,會是一個什麼樣的狀況,當患者的記憶,意識跟個性都在逐漸崩解時,為什麼連最親近的家人的臉孔都會難以辨識,單單在德國就有120萬人罹患這樣的病症,而美國有超過 500 萬人患有阿滋海默症。隨著 65 歲以上的美國人口的比例不斷增加,患阿滋海默症和其他失智症的人數每年增長。萬一有家人不幸罹患,都是令人相當難過的狀況。
海報用上拼圖與錯位的元素模擬了阿茲海默症的視角,描繪出確切卻也模糊的輪廓,佩服這樣的創意之餘,也希望這樣的病灶與起因,都能夠早日被研究出結果與進行治療。




Agency: BBDO, Düsseldorf, Germany
Chief Creative Officer: Wolfgang Schneide
Creative Managing Director: Kristoffer Heilemann
Executive Creative Directors: Daniel Haschtmann, Tobias Feige
Creative Directors: Sebastian Steller, Jacobo Concejo
Art Directors: Martino Monti, Dejan Handjiski
Jigsaw Idea: Alma Haser
Copywriter: Sebastian Steller
Post-Production Company: Stefan Kranefeld Imaging
Photographer: Stefan Kranefeld
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