Ad of the Week: Alzheimer’s Society - Fade

The Alzheimer’s Society's 'Fade' campaign clearly struck a chord with The Drum's Creative Department voters, who chose it as this week's Ad of the Week.

The emotive print ads are creatively in line with the group's latest cinema spot of the same name, which preceded screenings of the Oscar and Bafta-winning film ‘Still Alice’.

Each poster takes commonplace scenarios, and shows the seemingly ordinary copy fading to illustrate the stark reality of life for those with Alzheimer’s. For example the statement 'It's dreadfully irritating when my husband forgets to pick me up from the station' becomes 'It's dreadful when my husband forgets me'.

The campaign aims to showcase the devastating and isolating effects of living with the condition, and to reassure people the Alzheimer’s Society can help prove that life doesn’t end when dementia begins.

Agency: Fallon

Agency website:

Executive Creative Director: Nick Bell

Creative/Copywriter/Art Director: Oli Rimoldi, Sigi Egedal

Designer/Typographer: Dan Montgomery

Editor (for digital OOH): Alex Hinx

Account Director: Lucy Kozak

Published: May 2015

Don’t miss your chance to vote for next week’s Ad of the Week. Cast your Creative Department vote here.