| Title | LOST MEMORIES |
| Brand | FUNDACIÓN ALZHEIMER ESPAÑA |
| Product/Service | AWARENESS CAMPAIGN |
| Category |
A08. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
McCANN Madrid, SPAIN
|
|
Idea Creation
|
McCANN Madrid, SPAIN
|
|
PR
|
WEBER SHANDWICK Madrid, SPAIN
|
|
Production
|
HARRY Madrid, SPAIN
|
Credits
| Mónica Moro |
Mccann Spain |
General Creative Director |
| Jon Lavin |
Mccann Spain |
Executive Creative Director |
| Raquel Martínez |
Mccann Spain |
Executive Creative Director |
| Miguel Moreno |
Mccann Spain |
Copywritter |
| Matías Iván Visciglia |
Mccann Spain |
Art director |
The Campaign
We associate a simple pen-drive –memory storage- with the Alzheimer disease, which main feature is the loss of memory. For this reason, we recorded some memories of the patients and kept them in USBs and literally, we lost them, reproducing the process of a patient of this disease.
Creative Execution
Those who found the USBs, understood that it was not a simple lost thing but a special one because it contained the most valuable thing for everybody: their memories. Then, it happened, on the following days and weeks, 22 people had found a USB and after having noted the value of the information they went to the address indicated to give it back. Surprisingly, when they arrived they discovered that what it was supposed to be their houses was actually one of the offices of the Alzheimer Foundation of Spain. There, they were welcomed with enthusiasm and discovered that they had been involuntarily volunteers in the project, showing that they were very sensible people. After the initial surprise, all of them were receptive and emphatic with the disease and even some of them showed their interest on collaborating with the foundation .
• Great dissemination of the case with limited means, just through the spread of the piece. • Great national and international media coverage • Support of the euro deputies to sign the Glasgow Declaration to recognize dementia as a public health priority and to develop a global action plan on dementia. • Appreciation of the work of Alzheimer foundation of Spain by the Spanish neurology society with the Alzheimer Award 2015.
-
Insights, Strategy and the Idea
On 7th September 2015 we lost 100 pen-drives all over Madrid: Benches, train stations, buses, cafes and in many other places so that everyone could find them. As a trick, in all recorded testimonies, the protagonists said that they lived in the street where it was located The Alzheimer foundation of Spain, in order to get it back. From that moment, there was only one thing left to do: Wait.