ALZHEIMER EXPERIENCE by Maruri Grey Quito for Alzheimer Foundation

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ALZHEIMER EXPERIENCE

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Industry Charities, Foundations, Volunteers, Racial/Ethnic/Handicapped/Minority Awareness
Media Print, Magazine & Newspaper
Market Ecuador
Agency Maruri Grey Quito
Director Felipe Ponce De Leon
Executive Creative Director Dante Rossetto - Daniel Perez Pallares
Creative Director Rodrigo Costas, Federico Russi, Director Adrian Morano
Art Director Jorge Proaño
Released June 2012

Awards

Cannes Lions 2012
PR Lions Charity and Not for Profit Bronze

Credits & Description

Type of entry: Sectors & Services
Category: Charity and Not for Profit
Advertiser: ALZHEIMER FOUNDATION
Product/Service: ALZHEIMER FOUNDATION
Agency: MARURI GREY Guayaquil, ECUADOR
Advertiser ALZHEIMER FOUNDATION
Product ALZHEIMER FOUNDATION
Entrant MARURI GREY Guayaquil, ECUADOR
Type of Entry: Sectors & Services
Category: Charity and Not for Profit
Title: ALZHEIMER EXPERIENCE
Advertiser/Client: ALZHEIMER FOUNDATION
Product/Service: ALZHEIMER FOUNDATION
Entrant Company: MARURI GREY Guayaquil, ECUADOR
DM/Advertising Agency: MARURI GREY Guayaquil, ECUADOR

President: Eduardo Maruri Miranda (Maruri Grey)
General Manager: Fausto Maruri Miranda (Maruri Grey)
Executive Creative Director: Daniel Pérez Pallares (Maruri Grey)
Creative Director: Rodrigo Costas (Maruri Grey)
Creative Director: Adrián Morano (Maruri Grey)
Creative Director: Federico Russi (Maruri Grey)
Director: Felipe León (Maruri Producciones)
Art Director: Jorge Proaño (Maruri Producciones)
Executive Producer: Andrés Arzube (Maruri Producciones)
Post Director: Andres Montesinos (Maruri Producciones)

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.



Creative 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."





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




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.