Cannes Lions

TOURETTE SYNDROME AWARENESS

SAATCHI & SAATCHI, Toronto / TOURETTES FOUNDATION OF CANADA / 2012

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Many people think Tourette Syndrome (TS) is just the ‘swearing disease’. But TS is many things: physical tics; vocal outbursts; obsessive-compulsive disorder; anxiety attacks. Sometimes, all at once. To achieve their objectives of creating awareness and empathy, the Tourette Syndrome Foundation of Canada (TSFC) knew they couldn’t tell the story of this random, complex disorder with a single PSA. So they decided to tell as many real TS Stories as they could, in a way that mimics the unpredictable nature of the disorder. The result was the @Random Documentary Project. They created dozens of films about real people with TS. Then, to evoke the unpredictable nature of TS, these shorter films were randomly arranged online to make up larger documentaries. So every time someone visits the @Random website, they will see a completely different collection of stories, making each viewing totally different and unique. Just like Tourette Syndrome.'Mandeep' is one of the individual documentary films created for the project.

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