BWM Dentsu Sydney sets a Disease Dilemma

Fans of ethical dilemmas, or the TV show The Good Place, will be well aware of 'The Trolly Problem' - a hypothetical situation in which you have to make a devastating decision on sacrifice.

Presenting a similarly impossible conundrum, though with none-more-real elements, is BWM Dentsu Sydney's powerful, unsettling and deliberately provocative campaign for the Garvan Institute: Disease Dilemmas.

Featuring genuine patients, all bravely sharing their ailments on-camera, Australian audiences are put in the uncomfortable position of trying to choose who they’d donate to – the young mother with pancreatic cancer or the retired musician with Parkinson’s disease? The teacher with a kidney condition or the student with immune disease?

Starkly shot by acclaimed director/photographer Simon Harsent, the campaign doesn't distract with flashy visuals or stylised gimmicks, instead putting the emphasis on the devastating question and its heartbreaking potential.

“Getting to know our heroes has certainly proven just how impossible it is to choose supporting one disease over another," comment Creative Directors Oskar Westerdal and Jon Foye. 

"Bringing these stories to life has been emotional, humbling and incredibly inspiring.”