Alzheimer's Research UK: The Smartest Thing

Alzheimer's Research UK has launched a new campaign which aims to drive hope that research will lead to effective new treatments for dementia. Fronted by actor and author Shobna Gulati, the film celebrates the power of the human brain and reframes it as not just weathering the impact of the disease, but also providing the solution to curing it. The film, titled 'The Smartest Thing', is the first work by Wonderhood Studios after the agency was awarded the project following a competitive pitch process in June. It aims to raise awareness of Alzheimer’s Research UK and their existing platform #MakeBreakthroughsPossible. Partnering with animation studio Blind Pig, the film uses brain scans as visual inspiration to demonstrate all the amazing things our brains are responsible for, from human achievements to our emotional experiences. Fugees have gifted the use of their track ‘Ready or Not’, featuring the sample of ‘Boadicea’ by Enya. It launches today across Alzheimer’s Research UK’s social channels. In the film Shobna, who stars in the Amazon Prime hit Everybody’s Talking About Jamie and is also known for her roles in Dinnerladies and Coronation Street, encourages people to watch and share the film to spread hope, reminding viewers that Alzheimer’s ‘can’t outsmart the smartest thing in the universe.’ Shobna has been a supporter of Alzheimer’s Research UK for several years, having cared for her mother, Asha, who died with mixed dementia in 2019.