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"CLM BBDO and the Fondation pour la Recherche Médicale (FRM) have joined forces to accelerate research against Alzheimer’s disease and are appealing for donations via a documentary film and a digital platform.
We discovered that 15% of people who leave films at photo labs never go back and get them. All these abandoned films are forgotten memories. We went to get these photos and gave them back to their owners in the places they were taken. In a documentary film directed by Mathieu Demy, we brought the memories of these people together in front of the camera.
The film finishes with the following message: “We’re lucky to be able to say ‘I remember’. In France, Alzheimer’s disease affects 850, 000 people. Make a donation to support medical research.”
The campaign also has a digital arm. A veritable social network dedicated to memories, the i-
remember fr platform invites web users to post a photo and recount the memory associated with it in a few lines. Thanks to an innovative tool designed by the research centre in Grenoble, a search field allows the visitor to consult all the memories corresponding to a key word in French or English. A digital metaphor for the effect of the disease on the brain and memory, the website is ephemeral. If it’s not regularly fed with memories, it disappears little by little until it’s no longer possible to browse on it. 1 Film of 3 minutes and 4 short films will be broadcast on the Internet and will send viewers directly to the i‐remember fr website from 7 April 2014.
To continue our effort, we are currently planning an event for the next World Alzheimer’s Day on 21st September."