Imagine the situation. You bought your pop-corn, went to pee, rushed to Theatre 5 to catch the commercials and when the movie started you realised that you were at the wrong Hall. Or weren’t you.

During International Alzheimer Awareness Week in Israel, the EMDA Israeli Alzherimer Association changed the movie people where going to watch to let the audience experience the feelings of confusion and disorientation that patients suffer.

An action many will probably remember now.

Regional Executive Creative Director, Geometry Global Asia Pacific