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2017 One Show - Branded Entertainment

Still Life

Agency McCann / Tokyo + AOI Pro. / Tokyo + Office SAKU / Tokyo

Client The END ALS Association
BACK TO RESULTS

Annual ID

OS_BE17114M

About the Work

In order to communicate that ALS is a disease that takes away one’s ability to move, Hiro, the founder of END ALS and an ALS patient currently only capable of eye movement, wanted to do something that had impact, but that didn’t seem like a lecture. That’s how the project “STILL LIFE” was conceived. “Still life” is usually a painting of an inanimate object, yet Hiro intentionally made himself the subject of a still life as an ironic expression of his condition. It was also a way to emphasize the life of stillness he is forced to endure. In a culture where patients tend to shy away from showing their disabilities in public, Hiro actively put his body on display to illuminate the cruelty of his disease.