The One Show
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Axela
Agency Accenture Song Belux / Leuven + Afasie vzw / Kontich + La Vita Studio's / Brussels + Eardrum / Sydney
Category
Broadcast / Single
Annual ID
OS23_RA018M
About the Work
Aphasia is a little known condition that affects the parts of the brain related to speech. It is caused by a stroke or a head injury and can happen to anyone. It is not considered an 'official' handicap so people with this condition are considered 'normal' and cannot rely on financial support. This campaign is to raise awareness and funds to offer support and therapy, to help patients live their lives as best as possible. With this minimalist creative approach we wanted to highlight the daily struggle of those with aphasia, and the patience required of people around them.
The ad uses the real Alexa voice and definition to the question "what is aphasia?" It creates the uncomfortable contrast between the struggling human and the fluent machine.
The silences, slow pace and almost deafening room sound dramatises the struggle of an Aphasia patient. To have the VO done by the actual voice assistant brings tension relief, and elegantly ties the message to the form, but also makes us painfully aware of the value of speech in our daily lives.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Accenture Song Belux / Leuven
Client
Kenny Molly
Client / Brand
Afasie vzw / Kontich
Production Company
La Vita Studio's / Brussels
Music / Sound Production Company
Eardrum / Sydney
Creative Director
Paul Wauters
Klaartje Galle
Director
Ralph van Dijk
Raf Debraekeleer
Creative
Els Verhofstede
Fabrice Van Hellemont
Account Manager
Valerie Vleminckx
Client Service Director
Valerie Demeure
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