Realities of living with Parkinson’s disease brought to life in poetic dance sequence
The Drum’s Ad of the Day highlights work that stands head and shoulders above the rest. Today’s winner is France Parkinson‘s ‘Living With Parkinson’s Disease’ by TBWA\Paris.
France Parkinson, an association dedicated to helping people with cognitive issues, has collaborated with creative agency TBWA\Paris on a captivating film about ‘the most unknown of all known diseases.’
‘Living With Parkinson’s Disease’ explores the deprivation of movement that can come with the illness, shown through the art of dance. In the short spot, viewers see a woman sway through her home using poetic movements while attempting to do mundane things including pouring a hot drink or putting on some lipstick.
As she glides through the house, a man appears to loom over her, hindering her movements and affecting the routine. As she grapples with the person, and her movements become more agitated, it becomes clear that he is symbolic of Parkinson’s disease and the physical restrictions she must deal with. The ad ends with the woman sitting in the hallway as her husband comes through the front door. The closing message reads: ‘In France, 200,000 people have to share their lives with Parkinson’s.‘
According to the organization, the disease remains poorly understood by the general public and is predominantly associated with tremors alone. Those living with Parkinson’s suffer from a multitude of symptoms that greatly hinder their daily lives, such as slowness of movement, stiffness in the muscles, tremors at rest, sleep disorders, and difficulty with speaking, concentrating and writing.
Directed by Norman Bates of Badass Films, this campaign highlights that people have no choice but to live with the disease – a forced cohabitation that can be burdensome and painful.