DESIGN
COPYWRITING (2025)
Did I hear that? - ADASA
JPG
MP4
30s
MP4
31s
MP4
30s
Bronze
| Title: | Did I hear that? |
|---|---|
| Brand: | ADASA |
| Product: | ADASA |
| Agency Name or Internal: | Clockwork |
| Production Company: | Sonovision |
| Brand Representative/Marketing Director: | Marlene Freislich |
| Agency: | Clockwork |
| CCO: | Jacques Shalom |
| Copywriter: | Jared Milne,Jacques Shalom |
| Creative Director: | Jared Milne, Alexis Sirakis |
| Recording Studio: | Sonovision |
| Executive Summary: | Dementia is one of the most devastating illnesses — not because it’s loud, but because it’s invisible. People don't understand it until they feel it. So that’s what we made them do. For Alzheimer’s and Dementia Association of South Africa (ADASA), we created a disruptive audio campaign that simulated the disorientation of dementia using radio and streaming ads.. For a few seconds, listeners were left confused, simulating our campaign message of "If you second-guessed yourself, just for a second, you now know what those with Alzheimer's and dementia feel every day". With no visual cue, we made people physically feel the confusion dementia brings. The result? A 36% increase in site traffic, 14% rise in screening enquiries, and an 88% listen-through rate on platforms like Spotify — alongside over R500,000 in donated media. For once, we didn’t tell a story. We made people live it. |
| Additional Credits: | Dustin Carr |
