Short List
Category A03. New Realities & Voice Activation
Entrant MRM//McCANN Frankfurt, GERMANY
Idea Creation 2 MRM//McCANN Frankfurt, GERMANY
Name Company Position
Adrian Botan MCCANN Europe Global Chief Creative Officer
Jon Carney MCCANN Europe Chief Digital Officer
Roy Cohen MCCANN Europe Global Creative Director
Mike Cooper Mccann Europe Digital Director
Hetu Negri MCCANN Europe Senior Creative
Juan Peirano MCCANN Europe Senior Art Director
Cedrine Streit MCCANN Europe Digital Strategist
Mark Hollering MRM//McCANN, Frankfurt Director Creative Technology
Gorgie Rechner McCann London Business Director
Mel Caplan McCann London Account Manager
Robert Doubal McCann London Chief Creative Officer, McCann UK
Laurence Thomson McCann London Chief Creative Officer, McCann UK
Arend Koopmans Lead developer, Skilled
Jetse Koopmans Lead developer
Hasher Marouf Lead UX design
Michael Malinsky Lead Architecture


There are 850,000 people living with dementia in the UK, rising to 1 million by 2025. For those in the early stages of the disease, staying independent is paramount. A full-time carer could be a solution, but it’s not affordable for the majority of people.

Describe the creative idea

The skill helps people living with early-stage dementia to follow their daily routine and retain their independence. Its function not only reminds them what to do but also guides them, step-by-step, until they’ve accomplished their daily tasks. Moreover, the skill enables Alzheimer’s Society to collect data from patients directly, which will be used to support further research.

Describe the strategy

My Carer is the result of data collected from hundreds of hours of research with the Alzheimer’s Society. Started with focus and testing groups, Alzheimer’s Society involved only people living with dementia and their carers in order to provide a genuine solution for their real needs, to help them live a better and independent life.

Describe the execution

Through the app/website, the carer or even the person living with dementia can customize a whole routine with instructions step by step. At the time scheduled, Alexa sends a voice notification to let the patient know there’s a new task to do. The skill supports the person with interactive guidance and verifies that each step is done until the task is completed. When using an Echo Show, the user can even add images of items and locations to make the steps even clearer. In case the patient hasn’t replied to the skill or finished the task, My Carer will send a notification to a relative or a caregiver to let them take action about. The skill supports customizable tasks such as when to take medication, guiding on how to prepare meals, gathering items in preparation for appointments, music therapy sessions and initiating calls to loved ones.

List the results

With over 1000 users in the first week of launch, 85% active users and tens of thousands of hours of interaction, My Carer is the most affordable and most accessible digital tool for people living with dementia.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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