Fundacion Alzheimer de Colombia Promo, Case study BLACKOUT (REAL FOTAGE) by Burson-Marsteller, Y&R Bogota

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BLACKOUT (REAL FOTAGE)

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Colombia
Agency Burson-Marsteller
Creative Director Ricardo Uribe
Art Director Andres Bolivar, Diego Alejandro Plata - Mateo Fernandez
Producer Chilaut
Agency Y&R Bogota
Creative Director Julian Nuñez
Released February 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: FUNDACIÓN ALEZHEIMER DE COLOMBIA
Product/Service: ALZHEIMER'S AWARENESS
Agency: Y&R COLOMBIA
Agency: BURSON-MARSTELLER COLOMBIA
Chief Creative: Mauricio Rocha (Y&R Colombia)
General Creative Director: Julian Jaramillo (Y&R Colombia)
General Creative Director: Tito Chamorro (Y&R Colombia)
General Creative Director: Victor Osorio (Y&R Colombia)
Creative Director: Ricardo Uribe (Y&R Colombia)
Creative Director: Julian Nuñez (Y&R Colombia)
Copy Writer: Sebastián Sánchez (Y&R Colombia)
Copy Writer: Jairo Rubiano (Y&R Colombia)
Copy Writer: Ricardo Uribe (Y&R Colombia)
Art Director: Mateo Fernandez (Y&R Colombia)
Art Director: Andres Bolivar (Y&R Colombia)
Producer: Chilaut (Chilaut)
Music: Sonic Boom (Sonic Boom)
Media placement: TV - 1 SPOT - Canal Capital - 02/01/2012
Media placement: Digital - Facebook, Youtube, Vimeo, Blogs - 02/01/2012

Summary of the Campaign
We decided to document a night in the life of a young Colombian. On this night, the 'victim' would go out to party like he usually does but unbeknownst to him he was about to play the central role in our campaign to generate awareness for the Alzheimer’s Foundation as well as to shed some light on the diseases effects on the human brain. His friends were in on the plan and they helped us through the night by pressuring him into drinking more than he should. When 'the victim' finally passed out, we put on his arms wristbands of all the places he never went to. The next morning when he woke up after blacking out our victim felt for a brief moment what thousands of Colombians suffering from Alzheimer´s Disease feel.

The Situation
We need to reach out a young Colombian audience to inform them about the devastating effects of Alzheimer´s Disease.

The Goal
More than 1m people have seen this video
We have received near to 3,500 phone calls
More than $75,000 has been collected

The Strategy
In order to shed light and create awareness about a very serious issue to a young audience, we recreated a familiar situation in order for them to relate to the message we were trying to deliver.

Execution
We decided to document a night in the life of a young Colombian. On this night, the 'victim' would go out to party like he usually does but unbeknownst to him he was about to play the central role in our campaign to generate awareness for the Alzheimer’s Foundation as well as to shed some light on the diseases effects on the human brain. His friends were in on the plan and they helped us through the night by pressuring him into drinking more than he should. When 'the victim' finally passed out, we put on his arms wristbands of all the places he never went to. The next morning when he woke up after blacking out our victim felt for a brief moment what thousands of Colombians suffering from Alzheimer´s Disease feel.

Documented Results
More than 1m people have seen this video
We have received near to 3,500 phone calls
More than $75,000 have been collected