Confusing people is one of the main symptoms of Alzheimer’s disease. That’s why, during the Argentine Professional Soccer League’s 11th game day, the Fight Against Alzheimer’s Association (A.L.M.A.) and Racing Club joined in a collaborative effort in which each of the Club’s 11 players went onto the field with another teammate’s last name printed on the back of their jersey. But the confusion started ahead of the game on the Club’s social media, and people kept talking about it well after the game.

This professional campaign titled 'THE NAME CONFUSION' was published in Argentina in May, 2023. It was created for the brand: Asociación Lucha contra el Mal de Alzheimer, by ad agency: REPUBLICA HAVAS. This Experiential and Integrated media campaign is related to the Health industry and contains 1 media asset. It was submitted about 1 year ago.


Agency: República Havas
Client: Asociación Lucha contra el Mal de Alzheimer
CEO: Jorge Plasencia
President: Luis Casamayor
General Manager: Anthony Bianco
CCO: Tony Waissmann
Managing Director: Vanesa Bolanos
CSO: Catarina Goncalves
Content and Social Media Director: Jamie Santucci
Creative Director: Martin Stuart
Associate Creative Director: David Thackeray
Copywriter: Leo Ferrari
General Producer: Gustavo Fernández
Production Company: Walden Studio
Director: Guido Cassini / Matías Pisani
Music and sound design: Twins Music Argentina
Sound Director: Jerónimo Gonzalez Montalvo
Master and sound FX: Tom Huergo
Music Advisor: Maxi Scott
Asociación Lucha contra el Mal de Alzheimer (A.L.M.A).: Gladys Bangueses, Presidente
Racing Club: Pablo N Ruiz, Director de Marketing / Alex Caniza, Director de Comunicaciones y Prensa.


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