Lost Memories
Fondation Alzheimer Espana
Issue 37 | December 2015
Agency
McCann Madrid
Creative Team
Account Director: Marta Torrecillas Account Executive: Cristina Sanchez de toro Producer: Mercedes Garcia-Parreño Production: Harry Producer: Ayala Ceo harry: Tay Sanchez Producer: Mario Padilla Post-production: Nestor Costafreda Local PR agency: Weber Shandwick
Date
September 2015
Background
When someone was diagnosed with Alzheimer´s, the first thing that person would like to protect was the most important memories of his/her life.
Idea
In order to preserve the memories of the foundation's patients, they were filmed while telling their life stories and those were uploaded on hundreds of USBs.
And then... they were lost by spreading them all across Madrid, together with a small request for the package to be returned to the owner if found. They were left everywhere: in banks, train stations, bus stations, coffee-shops and many other absolutely random places.
As expected, those who found them also checked their content and, impressed by the life stories of the people, brought them back. To their surprise, the specified address was not a residence, but the headquarters of the Spanish Alzheimer Foundation, where they also had the chance to meet the people in the videos, learn about the foundation's efforts and how they could get involved and help.
Results
And it worked! More than a half of the people who found the "lost memories" have returned them and many others have chosen to become volunteers of the Foundation Alzheimer España, thus growing the volunteers data base and providing the much needed support to Alzheimer patients.