Alzheimer’s Research UK The Smartest Thing
Our debut campaign for Alzheimer’s Research UK aims to drive hope that research will lead to effective new treatments for dementia. It celebrates the power of the human brain and reframes it as not just weathering the impact of the disease, but also providing the solution to curing it.
The animated brain scans act as visual inspiration to demonstrate all the amazing things our brains are responsible for, from human achievements to our emotional experiences.
The film is fronted by actor and author Shobna Gulati, a supporter of Alzheimer’s Research UK for several years having cared for her mother, Asha, who died with mixed dementia in 2019.
