I like this a lot, a simple yet extremely effective idea from ACW Grey , Israel for the EMDA Israeli Alzheimer Association. During the Alzheimer’s awareness week hitting a home run with this little yet clever stint, by confusing thousands of movie goers. By switching the movie that they were expected to watch with another one, causing confusion and irritation which Alzheimer’s patients suffer from daily. Only to reveal the switch at the end of the stint with a shocking learning result. Cinema magic at its best.

Stolen from Chris Rawlingson

Nothing hits home harder than the truth and one great way to achieve that is to put yourself in another one’s shoes.

Great work ACW Grey.