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ALZHEIMER EXPERIENCE

basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Market:Ecuador
Style: Minimalism
descriptioncnen
Describe the campaign/entry
People become aware of a disease once they begin to feel the symptoms. That’s why, to raise awareness as well as funds for Alzheimer’s treatment, we created: The Alzheimer’s Experience. In the largest supermarket chain in the country, we rearranged all the products, leaving nothing in its usual place. We rendered the associations of memory useless and caused confusion. That day, when shoppers went to look for something in its usual place, they couldn’t find it. At the registers they discovered what it was all about and we invited them to contribute to the cause. More than just raising money, we made thousands of people actually stop and think about the illness.

Describe the brief from the client
The goal was to increase the awareness of the disease, making people feel the symptoms, and use that new found awareness to raise money to hep the Alzheimer Foundation.

Results
An amazing ratio of donations, almost 95% that went to 'la española' supermarkets that collaborate with the cause, raising more money in a day than the entire budget of the foundation in a year and generating a lot of social media buzz that turned into more donations during the following days.

Execution
One of the most important supermarket chains in Ecuador has rearranged all of the items on its shelves. The moment a shopper goes to get something from its usual place they won´t find it there. This way, we shatter the memories associated with these places and create confusion.
 Once the shopper arrives at the item, the following message will be found: "This is the way an Alzheimer's patient feels every day. The Alzheimer´s Foundation collaborates with Ecuador to improve the treatment of its patients."


The Situation
According to OMS, Alzheimer's disease will become one of the most devastating illnesses in Ecuador in the future.

The Strategy
We wanted to show a simple truth: We can all become victims of Alzeimer´s disease. We needed to make the people feel the symptoms of the disease in order to make them aware of how awful is it and join the cause.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Art Director:
Producer:
Director:
Other credit:President: Eduardo Maruri Miranda
General Manager: Fausto Maruri Miranda
Post Director: Andres Montesinos
awards
Cannes Lions International Festival of Creativity 2012
Bronze PR
Charity and Not for Profit
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