#ShakeParkinsonsOff - ICM | Clapboard Ad Archive

The #ShakeParkinsonsOff campaign for ICM, crafted by Publicis in France in 2018, centers on a deeply human narrative that invites viewers to inhabit the lived experience of Tom, a figure emblematic of those affected by Parkinson’s disease. This campaign uses what Clapboard’s taxonomy identifies as FORMAT#5—Exemplary Story—to place Tom’s emotional journey at the heart of the message, transcending individual identity to represent anyone touched by the condition, whether family member or patient. The film challenges audiences to differentiate between involuntary tremors and the emotions that truly move us, turning the visible symptoms of Parkinson’s into a metaphor for resilience and hope rather than limitation. By doing so, the campaign creates an empathetic connection that galvanizes support, urging viewers to contribute to ongoing research and treatment through donations. The integrated digital experience, accessible via the campaign’s website, extends this engagement by allowing audiences to actively participate in the #ShakeParkinsonsOff movement, making the cause interactive rather than passive. This approach leverages emotional storytelling to not only raise awareness but also to mobilize a community around a public service mission, positioning ICM as a proactive force in the fight against Parkinson’s. Publicis’s creative strategy is grounded in authenticity and simplicity, ensuring that Tom’s story is both relatable and urgent without resorting to clinical or abstract portrayals. The campaign’s resonance is reflected in its Clapboard Campaign Score of 58/100. #ShakeParkinsonsOff matters to the industry because it demonstrates how public interest communications can harness narrative empathy to transform medical conditions into shared social causes that invite participation beyond awareness alone.