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”

capa_portfolio
before after
before2
after2

“We always tend to think that bad things
only happen to others, but is not true”

RTP

Captura-de-ecrã-2023-04-16-às-11.53.00

"The campaign aims to reach even the youngest people 
who have more difficulty in understanding the problem”

Portugal em direto

Captura-de-ecrã-2023-04-16-às-12.05.48
alzheimer_logos
Captura-de-ecrã-2023-04-16-às-11.56.09

3,2 MM

People Impacted

€362K

In Earned Media

FREE-Retro-Look-Green-Screen-Overlay_10-1

Meios & Publicidade

2021

Bronze — Activation

INÊS F MOTA ©2023 All rights reserved.

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