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For World Parkinson's Disease Day on 11 April, the Brain and Spinal Cord Institute (ICM - Institut du cerveau et de la moelle épinière) has launched a stirring campaign by Publicis Conseil to raise awareness of the disease and appeal for donations.

A film takes viewers through the life of Tom, spanning key moments such as the birth of his child when his emotions make him tremble. But when he gets older and the disease symptoms begin to appear, his tremor is no longer due to emotions and doesn’t stop. In an innovative feature the campaign includes a mobile phone version using haptic technology, which triggers phone vibrations during the film to immerse viewers and recreate the tremors of Parkinson’s disease. The work was written by Delphine Bojago and Olivier Gamblin, art directed by Delphine Bojago and Olivier Gamblin, and directed by James Lees through LA PAC.