Cannes Lions
WARD6, Sydney / ALZHEIMER'S ASSOCIATION / 2014
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In Australia, being a fan of science fiction is tantamount to an admission of social ineptitude. It carries connotations of isolation from the real world, and of being someone who would prefer to spend their energies in battle against threatening alien societies than in engaging with the ordinary problems of humankind.
Clearly fanatical about science fiction, the son in our radio spot is unlikely to be a person who could deal with the realities of the serious financial and care decisions he would have to make, if his father were no longer able to make his own decisions.
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