THE UNKNOWN PICTURES

ALZHEIMER PORTUGAL

AD / DESIGN   Inês F Mota
CW   Murilo Lense
CD João Amaral + Nuno Riça
CCO    José Bomtempo
AGENCY   Bar Ogilvy
PRODUCTION COMPANY    Jungle Corner
DIRECTOR   Paulo Grade

The number of people with dementia in Portugal will double by 2050, and experts say Alzheimer's will be the epidemic of the 21st century. But most people are not expecting this to happen to them. To raise awareness about Alzheimer’s, we provoked the same confusion that this disease normally causes, by altering people's personal photographs.

With the help of accomplices, we entered people’s homes and switched the loved ones on their photos for unknown people. When they got home, we filmed their reactions and, based on that, we’ve created a video with the motto “we never think we’ll forget those we consider unforgettable”.