Alzheimer’s is a Constant Battle in Powerful Spot from Czar Brussels

Czar Brussels has produced Alzheimer Liga Vlaanderen’s (Alzheimer’s League Flanders) latest commercial as well as photography campaign. The film focuses on a victim's fight against his own disease. Often this battle can be unseen but the film brings it to light by putting it center stage; quite literally in a boxing ring. The location and the dynamics of the spot to propel us into the intensity of what survivors go through.

The protagonist of the film is Paul, who was diagnosed with Alzheimer at 65. “I know that there will come a time when I will still be there, but there will hardly be anything left of me. It's that version of myself that I have to fight every day. Because if I loose heart and don't take the best care of myself, I may wake up tomorrow as the Paul I don't want to be.”