Lost in Time, Found in Cannes!- 大数跨境

电通创意

2024-06-18

导读：Lost in Time, co-created by Jian Ai, Dentsu Creative, and STDecaux, awarded a bronze Outdoor Lion at

Lost in Time, co-created by Jian Ai Elderly Charity Center, Dentsu Creative, and STDecaux, clinched a Bronze award in Outdoor Lions on the first day of Cannes Lions International Festival of Creativity 2024.

Additionally, Lost in Time made it to the shortlist in five categories, which included Health & Wellness Lions, Outdoor Lions, Design Lions, Industry Craft Lions.

We want to give a sincere thank you to the Alzheimer's patients in the four communities in Shanghai for their invaluable input in creating this remarkable work. This wouldn't be happening at all if it weren't for them.

LOCAL CONTEXT

China bears the burden of the world’s largest Alzheimer’s population, exceeding 10 million people suffering from the disease.

Out of the 4,023,700 seniors aged 65 and older in Shanghai, approximately 18 percent are at risk of cognitive impairment. According to the China Alzheimer’s Report of 2022, deaths caused by Alzheimer's have steadily increased to make it the fifth leading cause of death.

The progression of Alzheimer’s is such that the patient gradually becomes less capable of performing basic daily tasks without assistance. They start to lose cognitive abilities, spatial awareness, and the ability to process language and regulate emotions.

Unfortunately, 70% of those impacted miss out on early detection and treatment. Early detection and intervention could help slow down the disease’s progression by 15%. This could be attributed to a lack of awareness about Alzheimer’s Disease, or the societal stigma attached to dementia and loss of cognitive abilities.

APPROACH

The Clock Drawing Test is a widely accepted and effective clinical tool for early detection of Alzheimer's disease. By drawing a clock, adding numbers, and setting the clock hands, the test examines multiple cognitive functions such as spatial navigation, memory, abstract thinking, math, and temporal navigation.

When memory, execution, or visuospatial ability are off, the clock can be distorted and unintelligible. In a lost world and distorted time caused by Alzheimer’s, seniors experience a failure to track the passage of time. For Alzheimer’s patients and their families, time is especially precious.

Our approach was to leverage The Clocking-Drawing Test, allowing those untouched by the disease to experience the unique challenges of the condition.

Though there is no known cure available for this condition, the sooner the disease is recognized and accepted, the better opportunity for slowing its advancement.

CREATIVE IDEA

Presenting Lost in Time, one-of-a-kind artworks created by those suffering from Alzheimer’s.

Partnering with Jian Ai Charity, a non-profit focused on elderly brain health, we carried out clock-drawing test on hundreds of seniors suffering from Alzheimer's disease. The clock drawings reflected the different phases of early, middle, and advanced symptom advancement.

Through the Clock Drawing Test, we turned the time lost by the Alzheimer’s patients into an evocative timepiece collection, campaign and exhibition, offering a window into the time lost by those with the Alzheimer’s disease and their distorted world.

IMPACT

The exhibition in the Shanghai metro captured the attention of 2,748,900 people, with 17,867,850 visits, all witnessing a captivating temporal dislocation.

These distinctive artworks captivated the curiosity of onlookers, drawing them to understand the significance behind the clock faces. The artwork served as both a successful awareness initiative and a fundraising tactic.

Over 400 media platforms, including television, radio, and print, as well as influencers and individuals, joined forces without any financial resources to drive the online conversation about Alzheimer's disease.

The more these clocks are designed and produced, the greater the potential for positive change. Nevertheless, our hope is a decrease in clocks like this and an increase in public awareness of the disease and the Clock Drawing Test.

Bringing diagnostic testing out of the hospital and into everyday life will benefit more people.

21 million

people reached

493

won press & posts

129 million

impact

106%

donations increased YoY

Thanks to the ongoing partnership between the charity and the dedicated creative team in China on the Alzheimer’s course for over 7 years, the work was successfully delivered. They launched The Fading Font in 2017/2018, revamping a collection of over 7000 Chinese characters to offer insight into the daily struggles of those living with the disease. This initiative received a Silver Lion for Health & Wellness in 2018.

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