The Impossible Riddle - Cook

Agency Network: 
September 2017
A.L.M.A.: The Impossible Riddle - Cook


We created a campaign to help A.L.M.A. to spread their duties, but mainly, to generate empathy; because in these cases is more important to comprehend so we can help.

During the creative process, we discovered something very interesting: Alzheimer's disease patients symptoms are much like riddles. They're all about confusion about things that should be easy, as daily activities, family roles and even ones​​ own age.

Print advertisement created by Human Full Agency, Argentina for A.L.M.A., within the category: Public Interest, NGO.


There are two fully served plates on the table. One goes to my mom, the other one for me . But my mother ain't at home and i don't know how to cook. Who prepared the dinner?

Is not a riddle, it's Alzheimer's. Understanding those who suffer is the better way to help. Go to and understand more.

Advertising Agency: Human Full Agency, Buenos Aires, Argentina
General Creative Director: Peta Rivero y Hornos
Creative Director: Alejandro Casas
Art Director: Claudia Arellano
Copywriter: Cristian Delzart
Planning Direction: Dolores Caballero
Planner: Velen Diaz Keza
Client: Elsa Ghio, Noemi Medina
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oxonic's picture

I think anyone who comes across with this ad would stop to solve "the riddle". Ingeniosa idea.
Argentina, always at the top in creativity.

P.D. Está raro que el título del anuncio sea THE IMPOSSIBLE RIDDLE y el copy del anuncio diga THIS IS NOT A RIDDLE. (Que sea imposible no niega su existencia, ¿no?)

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