BANK OF MEMORIES by Contrapunto BBDO Madrid for FUNDACION REINA SOFIA

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BANK OF MEMORIES

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Spain
Agency Contrapunto BBDO Madrid
Art Director Eva Janire
Copywriter Xisela López
Released June 2012

Awards

Caples Awards 2012
Campaigns Launch campaign Silver

Credits & Description

Type of entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Advertiser: FUNDACIÓN REINA SOFÍA
Product/Service: SOCIAL CONCIOUSNESS
Agency: CONTRAPUNTO BBDO Madrid, SPAIN
Advertiser FUNDACIÓN REINA SOFÍA
Product SOCIAL CONCIOUSNESS
Entrant CONTRAPUNTO BBDO Madrid, SPAIN
Type of Entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Title: BANK OF MEMORIES
Advertiser/Client: FUNDACIÓN REINA SOFÍA
Product/Service: SOCIAL CONCIOUSNESS
Entrant Company: CONTRAPUNTO BBDO Madrid, SPAIN
DM/Advertising Agency: CONTRAPUNTO BBDO Madrid, SPAIN
Creative Executive Director: Carlos Jorge (Contrapunto BBDO)
Creative Executive Director: Felix Del Valle (Contrapunto BBDO)
Account Manager: Patricia Miguel (Contrapunto BBDO)
Copywriter: Xisela López (Contrapunto BBDO)
Art Director: Eva Janire (Contrapunto BBDO)
Describe the brief from the client
Over 100m people could lose their memories before 2050 if Alzheimer’s research does not advance.
To make society aware of what suffering from this disease means, we needed and idea that would become a symbol of struggle against Alzheimer’s.

Creative Execution

We achieved a big number of influencers from the Spanish society to save their memories.
Coca Cola made a spot in order to save it in the Bank, and Google creators saved the photo of the garage where they first started.
Even a small town decided to save their collective memories, so that Alzheimer’s disease could not blot them out.
What started as a campaign, evolved into something more: A useful tool in old people’s homes.


Describe the creative solution to the brief/objective.

We created the first Bank of Memories.
A different bank, a website where everyone can deposit their most valuable memories into a drawer, those memories you would never imagine you could lose. A written memory, photo or video.


Describe the results in as much detail as possible.

For the very the first time in Spain, the main Spanish mass media groups signed an agreement for the Broadcasting of the Bank, counting more than 340 mass media appearances.
Achieving more than 750,000 website visits.
More than 100,000 campaign references in Google
And what is currently the most important thing, the Bank has more than 35,500 saved memories.