TARTA MURCIA by GERMINAL COMUNICACIÓN for HOSPITAL UNIVERSITARIO VIRGEN DE LA ARRIXACA

TARTA MURCIA

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Industry Books
Media Design & Branding
Market Spain
Agency GERMINAL COMUNICACIÓN
Copywriter Andres Susin, Luke Larraona
Released September 2010

Credits & Description

Category: Books
Advertiser: HOSPITAL UNIVERSITARIO VIRGEN DE LA ARRIXACA
Product/Service: ALZHEIMER'S CAKE BOOK
Agency: GERMINAL COMUNICACIÓN
Date of First Appearance: Sep 21 2010
Entrant Company: GERMINAL COMUNICACIÓN, MURCIA, SPAIN
Entry URL: http://tartamurcia.blogspot.com/
Executive Creative Director/Art Director: J.Cosme Pérez (Germinal Comunicación)
Advertising Supervisor: Carmen Antúnez Almagro (Director Of The Dementia Unit)
Coordinator: Halladora Arnardottir (Sarq Estudio de Arquitectura)
Copywriter: Andrés Susín (Germinal Comunicación)
Copywriter: Luke Larraona (Germinal Comunicación)
Agency Producer: Tomás Martínez-Canales (Germinal Comunicación)
Media placement: Temporary Exhibition - FAAS, Reykjavík - 25/09/2010
Media placement: Meeting Of Experts-Methodology - CRE, Salamanca - 06/10/2010
Media placement: Meeting Of Experts-Design - CRE, Salamanca - 02/12/2010
Media placement: Direct Mailing - Estudio Bill Viola/USA - 04/11/2010
Media placement: Direct Mailing - MoMA, New York - 05/11/2010
Media placement: Direct Mailing - Center On Age & Community Milwaukee/USA - 05/11/2010
Media placement: Direct Mailing - J.M.K. Arts Center/Sheboygan/USA - 05/11/2010
Media placement: Direct Mailing - PAD2020:Campaign/USA - 15/112010
Media placement: Direct Mailing - McGill University/Montreal - 15/11/2010
Media placement: Conference - Thessaloniki - 19/02/2011

Describe the brief from the client
The art and cultural therapy workshop for Alzheimer sufferers with Paco Torreblanca is the most recent workshop run by the Virgen de la Arrixaca Hospital in collaboration with the Region of Murcia Department of Health, in which Alzheimer sufferers are stimulated through a variety of different projects to help improve their condition and study the results.

Describe the challenges and key objectives
The most recent workshop worked with dessert recipes that the sufferers themselves contributed from their past. The objective was for the different smells and flavours to bring back memories to the participants. The recipes provided pastry chef Paco Torreblanco with the inspiration for his cinnamon and lemon flavoured Murcia Cake.

Describe how you arrived at the final design
In order to compile the experiences from the workshop and provide a study document, a food-book was created, with an edible lemon and cinnamon scented cover, just like the Murcia Cake itself. The wafer cover has the words “eat me and you’ll never forget me” on it (in edible colouring) and slightly obscures the title behind, which appears when it is eaten (an effect of remembering through taste).

A label shows the book’s ingredients, combining nutritional and sentimental values, and both on the cover and throughout the book, the text appears and disappears like a metaphor for memory itself.

Give some indication of how successful the outcome was in the market
The book launch attracted extensive media coverage in the regional press and also had international repercussions. In fact the French National Library in Paris has requested a copy for their collection and, thanks to the book, New York artist Bill Viola will be leading the next workshop for Alzheimer's sufferers.