I don´t remember

Agency: Hoy


Alzheimer's disease accounts for between 50 and 70% of dementias in the world. However, not much is said about the subject, nor are the symptoms for early detection known. That is why from ALMA (Association to Fight Alzheimer's Disease) the challenge was to generate conversation and generate queries about this disease.

creative idea
Football in Argentina moves crowds. From the pregame to the postgame, it is followed by millions of people and even more so in the case of Racing, one of the biggest and most passionate clubs in the country. However, post-game interviews are usually very boring and meaningless; sometimes they even seem scripted. The idea was to take advantage of that moment when what is going to be said is very predictable to surprise with an unexpected response and thus generate a stir and conversation on networks, simulating a short-term memory loss of the player.

As soon as the Racing Club game ended, its captain and figure Leonardo Sigali was interviewed by the journalist who covered the field of play and the answers he received were far from those we usually hear: he pretended not to remember anything of what had just happened . Both social networks and journalists from all media were revolutionized by the incredible interview. Hours later they released the campaign reveal, causing everyone who was surprised or outraged by the player's responses to support the awareness message.

Sigali, Racing and Alzheimer became trending 1, 2 and 3 in a matter of minutes and stayed in the top 10 for more than a day. In the first two hours, the conversation about Alzheimer's surpassed Racing and Sigali in popularity. The campaign was carried out by more than 100 national and international media, organically achieved 270 million impressions and reached more than 58 million people (the total population of Argentina is 45 million). The conversation about Alzheimer's was installed in such a way that ALMA had more consultations in just 48 hours than in its entire history.

This professional campaign titled 'I don´t remember' was published in Argentina in May, 2022. It was created for the brand: ALMA, by ad agency: Hoy. This Integrated medium campaign is related to the Health industry and contains 1 media asset. It was submitted about 2 years ago.


Advertising Agency: HOY Havas Buenos Aires
CCO: Tony Waissmann
COO: Elina Mendez
DGC: María Luján Donaire
Head of craft & innovation: Hernán Damilano
Creative Director: Damián Palopoli - Santiago Ledesma
Art Director: Charlie Meza
Copywriter: Kike Raboy
PM: Nacho Cicciaro
Productionn: Marcelo Vega y Melina Gennaro
Edition: Melina Gennaro
Press: Noelia Lezcano y Mara Albertengo
Coordination: Dolores Manzur
Sound Production: Twins Music Platform
Sound: Maximo Scott, Tomas Huergo yJose Violante
Customer A.L.M.A: Marta Jenko, Nora D´Onofrio, Adriana Tedesco y María Ester García.
Customer Racing Club: Pablo Ruiz, Fernando Otero y Alex Caniza


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