Helmed by James Lees via La Pac; The film, #ShakeParkinson’sOff launched on World Parkinson’s Day on April 11, 2018 is part of a campaign to raise awareness about its early onset and an appeal for donations.
France is home to 1,50,000 Parkinson’s patients with 8000 new patients each year. This powerful campaign by France’s ICM (Institut du Cerveau et de la Moelle épinière / the Brain and Spinal Cord Institute) uses haptic technology to let mobile viewers experience the devastating tremors of Parkinson’s by triggering mobile vibrations.
The film shows us the life of Tom, right from his childhood to old age. It highlights the key emotional experiences such as the birth of his child or him going through an accident that would surely leave him trembling. But as the ad progresses, we are bound to question if this is because of the intense emotions he experiences or is it a sign of a dangerous disease.
Through Tom’s journey, ICM conveys a simple yet powerful message – “Only our emotions should make us tremble.”