Starting as a passion project to support the fight against Alzheimer’s, the idea became a real pro-bono project with the support of the The Gene Wilder Estate, Warner Brothers, Universal Music, and the Alzheimer’s Association.
The Pure Imagination Project is an awareness campaign for the Alzheimer’s Association. It reimagines the classic “Pure Imagination” scene from Willy Wonka & the Chocolate Factory to illustrate how Alzheimer’s can steal your world piece-by-piece. The campaign invited everyone to participate in the fight against Alzheimer’s by purchasing digital candies piece-by-piece to fund research efforts.
The initiative garnered over 2 million video views and 786.4 million media impressions worth $27.5 million in earned media. The campaign was recognized as one of Fast Company's World Changing Ideas 2018. It was the winner of a Gold Clio Award and 3 Shorty Awards, including Best Social Good Campaign.