To mark World Alzheimer’s Day and the launch of the dementia campaign initiated by the British Department of Health and the Alzheimer’s Society, the Ginkgo Agency was commissioned to create a short film and photograph the portraits of personalities related to the cause.
The subjects included Sir Michael Parkinson - the man dubbed as "The great British talk-show host”, Fiona Phillips and Gordon Banks. They were filmed in a darkened setting, subtly illuminated with fairy lights.
The mood created on set, combined with the deeply personal accounts of moments and experiences of loved ones suffering from dementia projected the film into hearts and minds of viewers. The film received 144 000 hits on YouTube within a week and the portraits and stories enjoyed coverage across the British press.