ALS Society of Canada, is building awareness of Amyotrophic lateral sclerosis (also known as Lou Gehrig’s disease) with a television advertising campaign showing the debilitating effects of the disease on a family man over three years.
ALS, also known as Lou Gehrig’s disease, has no known cure or effective treatment. For every person diagnosed with ALS a person with ALS dies. Approximately 2,500 – 3,000 Canadians currently live with ALS. Here, family members sing the nursery rhyme, “Head and shoulders, knees and toes”, with growing sadness.
Click on the image below to play the video in YouTube (HD)
The Head and Shoulders campaign was developed at Lowe Roche, Toronto, by VP/creative director Christina Yu, chief creative officer Geoffrey Roche, copywriter Rob Sturch, art director Ryan McNeil, agency producer Brie Gowans, business director Amanda Gaspard.
Filming was shot by director John Mastromonaco via Untitled Films, Toronto, with director of photography John Houtman, executive producer James Davis and producer Tom Evelyn.
Post production was done at Rooster, Toronto, by editor Richard Unruh, executive producer Melissa Kahn, online editors Ernie Mordak. Colorist was Gary Chuntz at Notch, Toronto. Sound was designed by Chris Tait at Pirate, Toronto.