Lilly Pharmaceuticals' Touching Film Captures Unpredictable Nature of Alzheimer's

For the holiday season, Lilly has launched a powerful, integrated awareness campaign - developed in partnership with Wieden+Kennedy Portland - challenging creative conventions in the pharmaceutical and disease-state advertising category.

The campaign centres on the importance of shared memories and time spent with loved ones, aiming to bring cultural attention to Alzheimer’s disease, which affects about one in every nine Americans aged 65 and older, and countless families.

The film, 'Good Days,' is an intense and non-linear love story, directed by John Hillcoat, that mirrors the unpredictable nature of Alzheimer's. It is a profound exploration of how this devastating disease relentlessly tests the deepest bonds and lifelong commitment.

A large-scale partnership with Condé Nastaims brought the topic of health, and Lilly’s more than 30-year commitment to fighting this disease, into mainstream conversations through unconventional platforms like Vogue, The New Yorker, Glamour and GQ, and included a presence at marquee events like Man of the Year, Woman of the Year and New Yorker Fest.

The campaign culminated in a massive Macy’s Thanksgiving Day Parade integration, including a prominent out-of-home print and the national television broadcast premiere of the full 'Good Days' spot to an audience of nearly 30 million on Nov. 27th.

Outside of the 'Good Days' spot, Lilly is leveraging high-profile celebrity voices to raise awareness of Alzheimer’s and encourage regular conversations with doctors about early detection. This includes work with Mandy Moore and Lilly partner Julianne Moore, who have portrayed important characters dealing with Alzheimer's in film/TV and serve as advocates for cognitive health, as well as Patrick Schwarzenegger, who has been personally touched by the disease through family caregiving experiences.