Gold Winner

Integrated Campaign

Entrant: Publicis Amsterdam, Amsterdam

Dutch ALS Foundation
"I Have Already Died"

Art Buyer: Ron Townsend Media: George Goudsblom/Remco Roohé Public Relations: Anne-Marie Brouwers/Ingrid Wallisch Sound Designer: Robin Schlösser Sound Design Company: Studio de Keuken, Amsterdam Editors: Michael Horvers/Kim Hinrichs Editing Facility: Condor, Amsterdam Technical Director: Jeroen Hessing Technical Developer: Kelly Kouw Producer: Arjan Oosterveer Director: Olaf van Gerwen Production Company: In Case of Fire, Amsterdam Photographer: Lukas Göbel Photography Studio: Jan Hibma, Amsterdam Graphic Designer: Francisco Rodriguez Bouzas Designer: Dave Fransen Social Media Strategist: Gertjan Hafkamp Agency Producer: Marja Borkus Art Director: Jeroen van Zwam Copywriter: Marcel Hartog Executive Creative Directors: Marcel Hartog/Jeroen van Zwam Agency: Publicis Amsterdam, Amsterdam Agency Account Directors: Michiel van der Linden/Marcella van Holten-Beekman Client Account Directors: Eric Nolet/Weertjan Weerts/Ineke Zaal Corporate Name of Client: ALS Foundation Netherlands
Description of the Project

ALS makes all of your muscles stop one by one. Little is known about the cause and the disease is incurable. On average, patients die about 3 years after being diagnosed. It’s cynical, but this is the main reason that the pharmaceutical industry does not invest in scientific research.

Nine Dutch ALS patients were part of a special project. Under the watchful eyes of friends and family they participated in a film and photo shoot, to raise awareness of ALS and collect money for scientific research. Not for themselves, because their campaign statements are aired after they have died.

To put this thought-provoking campaign in the right perspective, the campaign was launched on the national news. Later that evening it was the main topic in the nation’s biggest talk show. In the following months all major newspapers and magazines published reports featuring participating patients and their loved ones as ambassadors.

Although the ALS Foundation Netherlands has no campaign budget at all and depends on free ad space, the campaign ran on TV and radio, outdoor, in cinemas, via bannering, social media, a website and in print. And it still continues, as each of the participants lose the fight against ALS.

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