Memory Donation
AlzRus/Alzheimer’s Disease International, Lobster
Issue 48 | September 2018
Agency
Leo Burnett Moscow
Creative Team
Executive Creative Director Mikhail Kudashkin Author of the idea Eugene Podegrin Art Directors Alexey Titinkov, Vladimir Kovalenko
Production Team
PR Lead Irina Kartina PR Manager Ksenia Sharapova Digital Consultant Daria Belyakova
Other Credits
Client, Lobster Lobster CEO Olga Egorsheva Design Director Maria Iontseva Partnerships and Customer Success Vanessa Munteanu Full-Stack Developer Eugene Korneev Designer Anastasia Kholdenko Community and Social Media Manager Rebecca Warger Client, ADI Director of Policy, Communication and Publications, ADI Chris Lynch Communications and Policy Officer, ADI James Smith CEO AlzRus fund Alexandra Schetkina Manager, Corporate Initiatives, Alzheimer’s Association US Laura Putman Head of New Partnerships, Alzheimer’s Society UK Chris Colby
Date
From May 2018
Background
Lobster is a platform powered by AI that finds relevant and appealing images on the internet for advertisers to use in their campaigns. With billions of photos and videos already uploaded to Facebook, Flickr, Google Photos, YouTube and Vimeo among others, brands and their agencies can tap into the creative talents of anyone with a camera.
Idea
The Memory Donation campaign uses UGC to help raise money for the Alzheimer’s Society.
People are encouraged to donate their photos by joining Lobster free and using the hashtag #memorydonation on the images they’d like to donate. Every image is, of course, a memory that is special and particular to the donor.
When it is sold to the creative industry, the royalties go to help combat dementia. 80% of the money goes to the local Alzheimer’s Association, 20% to help fund global efforts to combat the disease.
Results
Within a month of the official launch, the campaign had accrued nearly 70 million media impressions, well over three million social media impressions and had secured 18 press articles and TV coverage to a value of $28,175. Also, over 32,000 images and videos were donated by more than 150 Memory Heroes and Supporters with the numbers growing daily.
Our Thoughts
I came across Olga Egorsheva at Cannes Lions 2017. (See page 24 for her view of Cannes 2018.) She is one among many smart entrepreneurs who are disrupting the advertising industry. Why pay thousands of dollars a day for a photographer and models when you can have real people in the real world really enjoying your product? Not only are the images more authentic, they are often fantastic. See the images we’ve chosen here. Amateur photographers can be astoundingly talented. Of course, Lobster are hoping to grow awareness of their own business through this campaign but the partnership with the Alzheimer’s Society is a win-win. Everyone benefits.