Alzheimer’s Society

Forgetfulness is often dismissed as a normal part of aging, but research by the Alzheimer’s Society found this isn’t true. To raise awareness about this being a myth, we turned a familiar moment — asking the same question repeatedly — into a disquieting demonstration of when repetition could mean illness. Directed by Billy Boyd Cape, the film ran on TV, social and in cinemas, winning a D&AD Wood Pencil and multiple British Arrows.