2012 Results

CAT 10 - Public Interest (TVC)



ALS FOUNDATION, "I Have Already Died. Joep"10-03707-TVC

Agency (city): Publicis Amsterdam / Starcom

Creative Director(s): Marcel Hartog, Jeroen van Zwam,

Copywriter(s): Marcel Hartog

Art Director(s): Jeroen van Zwam

Production Company (& City): In Case of Fire

Film Director(s): Olaf van Gerwen

Production Company Producer(s): Arjan Oosterveer

Agency Producer(s): Marja Borkus, Ron Townsend

Editors: Kim Hinrichs, Michael Horvers

Sound Design: Robin Schlösser, Studio de Keuken

Post Production: Condor Video

Account: Michiel van der Linden, Marcella van Holten-Beekman

Advertiser's Supervisor: Eric Nolet, Weertjan Weerts, Ineke Zaal

Planner: Gertjan Hafkamp

Designer: Dave Fransen

Editor: Francisco Rodriguez Bouzas

Media: George Goudsblom, Starcom Mediavest Group

Short explanation

Nine Dutch ALS patients were part of a special project. Under the watchful eyes of friends and family they participated in a film and photo shoot, to raise awareness of ALS and collect money for scientific research- not for themselves, because their campaign statements are aired after they have died.
Although the ALS Foundation Netherlands has no campaign budget at all and depends on free ad space, the campaign ran on TV and radio, outdoor, in cinemas, via bannering, social media, a website and in print.
And it still continues, with each of the participants losing the fight against ALS.


In the Dutch ALS Foundation campaign patients explain about ALS and ask to join
the fight against this merciless disease.
Not for themselves, because the've already died when the commercials are being aired.
ALS (Amyotrophic Lateral Sclerosis or Lou Gehrig's disease) is an incurable disease
of the nervous system, making all important muscles stop one by one.
Patients die 3 to 5 years after being diagnosed. Very little is known about the cause, and scientific research is urgently needed.