Alzheimer's Association: Pure Imagination by MullenLowe

Agency: MullenLowe
Date: Nov 2017
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Gene Wilder’s beloved portrayal of Willy Wonka has returned in honor of National Alzheimer’s Disease Awareness Month to promote awareness of the disease that took him from us in 2016.

The Alzheimer’s Association has unveiled the Pure Imagination Project, a campaign encouraging people to learn more about the disease and join the efforts to fulfill the organization’s vision of a world without Alzheimer’s.

Reflecting the creativity and charm of Wonka, the new video features the famous ‘Pure Imagination’ scene from ‘Willy Wonka & the Chocolate Factory,’ but reinterprets the magical, candy-filled world with the sweets disappearing piece by piece, much like Alzheimer’s as it takes people’s imagination piece by piece for five million Americans across the country.

The Pure Imagination Project was developed pro bono by a creative team at MullenLowe’s Winston-Salem office, all of whose families have been touched by Alzheimer’s disease. The campaign encourages all to lend their imagination to the fight and support efforts aimed at ending this devastating disease.


Client: Alzheimer’s Association

President and CEO: Harry Johns

CMO: Michael Carson

Sr. Director, Marketing & Advertising: Rachel Fuller

Sr. Director, Media & Entertainment Industry Engagement: Kate Meyer

Sr. Director, Digital Marketing: Daniela Petrovska

Director, Strategic Communications: Brett Armstrong

Director, Content Strategy: Lisa Blaney-Koen

Director, Technical Strategy: Mike Kobus

Senior Associate Director, Marketing: Thema McDonald

Associate Director, Media Engagement: Ashley Bryan

Associate Director, Social Media: Megan Waugh

Agency: MullenLowe


Chief Creative Officer: Mark Wenneker

SVP, Group Creative Director: David Olsen

Associate Creative Director: Justin Mace

Associate Creative Director: Ray Boome

Associate Director, Design: Mike Herman

Art Director: Josh Taguiam

Digital Art Director: Scott Howard

Integrated Production

SVP, Director of Integrated Production: Susanna O’Connell

Broadcast Producer: Paul Watson

Senior Broadcast Editor: Evan Pease

VP, Director of Digital Creative Production: Steve Haroutunian

Digital Producer: Luke Morales

Lead Developer: Dave Lee


Director of Global Communications: Suzanne McGee

Senior Agency Communications Manager: Katie Tammaro

Account Supervisor, PR: Brittany Zahoruiko

Account Management

Senior Account Executive: Gabe Jimenez

Project Management Supervisor: Stacey Layne

Business Affairs

Associate Director, Business Affairs: Davina Turnbull

Business Affairs Manager: Nickie Kolb

Music Producer, Business Affairs: Danica Bates


VP, Associate Media Director: Sarah Simmons

Media Planner: Meredith Adams

Media Planner: Mike Thomas

Production Company: Significant Others

President: Stephanie Apt

Executive Producer: Sarah Roebuck

VFX/Audio Producer: Alek Rost

Assistant VFX Producer: Kyra Hendricks

Creative Director/VFX Artist: Dirk Greene

Lead VFX Artist: Matt Stroub

VFX Artist: Betty Cameron

VFX Artist: John Ashby

VFX Artist: Eric Gelgand

VFX Artist: Carmen Maxcy

Audio Engineer: T. Terressa Tate

Assistant Audio Engineer: Chas Langston

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WeTransfer: Doubt. Create. Repeat.

Added 30 September 2020
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