Cannes Lions

OLD AGE AWARENESS

BBDO GERMANY, Dusseldorf / DEUTSCHER CARITASVERBAND / 2010

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This spot starts with an end. The end of a life: a coffin is being carried out of a house.No crime, as we soon realize, but the “normal” death of an old person.Together with their relatives we now enter the homes of recently departed. Here we are going to discover things that tell about the frame of mind and the bodily constitution of the old. Beautiful and intensive portraits of old women and men undercut these emotional vignettes.

A pair of shoes in the dishwasher, a remote control patched up with plasters, and an overgrown garden tell about vanishing powers of body and soul. A marital bed with linen on one side only and a granddaughter who is not able to recognize her grandfather on a photograph tell about loneliness and unresolved conflicts. Faced with these speaking details the relatives react with grief, helpnessless, despair, or rage.The plea at the end of the spot: “Make time for the elderly while there is still time.”

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