Non-Profit Spotlight: Alzheimer’s Association

Alzheimers Association Logo

Alzheimer’s Association Honors
the Life and Legacy of Gene Wilder With

New Campaign Inspired by the Classic Film
“Willy Wonka & the Chocolate Factory”

During National Alzheimer’s Disease Awareness Month
the Alzheimer’s Association and MullenLowe launch the Pure Imagination Project,
a powerful reinterpretation of an iconic song and scene

Video can be seen at:

       CHICAGO, November 6, 2017 – In honor of National Alzheimer’s Disease Awareness Month, the Alzheimer’s Association unveiled the Pure Imagination Project, a campaign encouraging people to learn more about the disease and join the efforts to fulfill the organization’s vision of a world without Alzheimer’s. Reflecting the creativity and charm of Willy Wonka, as played by legendary actor Gene Wilder, the new video features the famous “Pure Imagination” scene from “Willy Wonka & the Chocolate Factory,” but reinterprets the magical, candy-filled world with sweets disappearing piece by piece, much like the impact that Alzheimer’s has on 5 million Americans across the country. Explore the initiative at

Gene Wilder, known for many iconic roles outside of Willy Wonka’s purple coat, passed away from complications of Alzheimer’s in 2016.

“Alzheimer’s disease is a brutal and unforgiving enemy that can rob a person of his self-expression, the ability to walk, to read, to write and to find joy in the world. Simply, the person loses himself,” said Karen B. Wilder. “When I saw this campaign, I knew that it brilliantly and beautifully captured all that Alzheimer’s can take away, and my hope is that it will motivate people to learn more and to seek to change the course of this disease for future generations.”

The Pure Imagination Project was developed pro bono by a creative team at MullenLowe’s Winston-Salem office, all of whose families have been touched by Alzheimer’s disease. The campaign encourages all to lend their imagination to the fight and support efforts aimed at ending this devastating disease.

In addition to MullenLowe, the Alzheimer’s Association’s Pure Imagination Project is also made possible thanks to the support of the Gene Wilder estate, Warner Brothers and Universal Music, with visual effects by Significant Others, all recognizing the urgency of this mission and honoring Wilder for his fight against the disease.

“The Alzheimer’s Association is honored to have the opportunity to re-imagine this legendary film scene in such a powerful and poignant way,” said Michael Carson, chief marketing officer at the Alzheimer’s Association. “The Alzheimer’s Association is relentless in our fight to end this disease through our support of innovative and novel research initiatives, and unwavering support of families who have been affected. This campaign is an inspiring reminder that there is a lot of work to be done, but a world without Alzheimer’s is possible if we join together.”

“Having lost my father to Alzheimer’s, and my mother a year later from the toll of being his caregiver, I know firsthand there is no sugar-coating the impact of this disease,” said David Olsen, group creative director at MullenLowe Winston-Salem. “Just as Gene inspired millions to believe anything is possible with the power of pure imagination, we hope this work will inspire others to help fulfill the Alzheimer’s Association’s mission to imagine a world without Alzheimer’s.”

The Pure Imagination Project will encourage people to imagine a world without Alzheimer’s with additional support from in-kind media partners, including Amobee, Dstillery and Samba TV. Follow along on official Alzheimer’s Association social channels and at

About the Alzheimer’s Association
The Alzheimer’s Association is the leading voluntary health organization in Alzheimer’s care, support and research. Our mission is to eliminate Alzheimer’s disease through the advancement of research, to provide and enhance care and support for all affected, and to reduce the risk of dementia through the promotion of brain health. Our vision is a world without Alzheimer’s. For more information, visit the Alzheimer’s Association at or call the 24/7 helpline at 800-272-3900. 

About MullenLowe
MullenLowe U.S. is a unit of MullenLowe Group, a creatively driven global network of distinctive agencies in more than 65 markets worldwide. MullenLowe U.S. is a “hyperbundled” agency, integrating disciplines from brand strategy to creative, digital marketing, media planning and buying, mobile marketing, public relations and social influence, design, CRM and performance analytics. MullenLowe U.S. specializes in working with thought-leader brands, including Acura, Royal Caribbean, E*TRADE, Whole Foods Market, Hyatt, JetBlue, U.S. Cellular, American Greetings and Patrón. The agency has been recognized as a Fast Company Most Innovative Company and a three-time Advertising Age A-List Agency. MullenLowe U.S. has offices in Boston, New York City, Los Angeles and Winston-Salem, NC. MullenLowe U.S. is a wholly owned subsidiary of the Interpublic Group (NYSE:IPG). For more on MullenLowe U.S., please visit, or

“Willy Wonka & The Chocolate Factory” and all related characters and elements © Warner Bros. Entertainment Inc. (s17)

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