“Imagine if your body became your enemy”. With this provocation the Armando Testa campaign aims to focus public attention on Parkinson’s disease: in Italy alone around 8000 new cases are recorded every year.
The Fondazione Grigioni for Parkinson’s disease is based in Milan and since 1993 it has been in the front line searching for a cure, doing research and offering family support for those affected by this disease. This non-profit campaign from Armando Testa is making an appeal to continue to support its numerous activities by making a 5X1000 donation.
The creative idea, developed in two subjects for magazines and dailies, outdoor and soon also on TV emphasises how unexpected Parkinson’s can be, that it can strike anyone indiscriminately, at any time and in different forms.
The metaphor of a mirror is used in the ads to describe this real rebellion from your body.
With executive creative direction from Michele Mariani, Creative Director and Art Director Andrea Lantelme and Vice Creative Director and copywriter Federico Bonenti worked on this project. Client Service Emanuele Cicogna Mozzoni.
Photography by Andrea Melcangi, with post-production from Michelangelo Rossino. The ad was produced by The Family, directed by Stefano Quaglia.
