Santa Forgot is a campaign created by id for Alzheimer’s Research UK, with the incredibly simple premise ‘what if Santa had dementia?’

id created the concept, wrote the narrative and art directed the content which became a leading Christmas advertising campaign, animated by Aardman and voiced by Stephen Fry.

As well as leading the creative direction for the TV advertising,id designed the print and online advertisements for the campaign, in addition to creating merchandise and collateral which led the internal communications campaign at Alzheimer’s Research UK.