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The wrong movie

The wrong movie


This unusual campaign from Israel subjected a cinema full of people to a disorienting experience: suddenly thinking they were being shown a different movie that the one they had bought a ticket for.

File this under “First World Problems”, I suppose, but the audience reacted as if it was the end of the world. Fortunately, if the video case study is to believed, they appreciated the trick once they were told it was a simulation of what dementia feels like.

EMDA Israeli Alzheimer Association
Grey Israel
Ads of The World

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more