2016 Winners & Shortlists



Case Film

Presentation Image

Product/ServiceMOBILE APP
Entrant3SG-BBDO Ariana, TUNISIA
CategoryCorporate Image & Communication
Entrant Company 3SG-BBDO Ariana, TUNISIA
Advertising Agency 3SG-BBDO Ariana, TUNISIA
Media Agency OMD Tunis, TUNISIA

The Campaign

In real time and directly to their phones, the Backup Memory provides Alzheimer patients with reminders of the identity of the person entering their field of intimacy, via instant notifications. Patients can thus view their relationship status with that person, as well as memories, photos or videos related to them. This is a non-medical therapy that regularly exposes the patient to his past and greatly improves his memory. By using Tv and radio, medical media start talk about Samsung as a responsible brand who turns its technology into a therapy.

The Brief

In Tunisia, the number of Alzheimer sufferers is up to 30000 patients, adding an average around 4 family members per patient, the campaign could touch 150 000 persons how needs to use this therapy. This App has to show Samsung users that the brand is a responsible actor in social life.


The campaign was planned in two phases; We started the campaign with an online documentary film with a simple purpose ; - engage people around the project from medical field In the second phase, we turn all people contribution to design the App in the perfect way. Backup Memory is a product that regroups both, advertising ideas combined with science ideas.

32% of patients in local Alzheimer associations, have started using the Backup Memory App. 9621 patients are using actually the Backup Memory. 28822 are connected to them as family members.

The Strategy

Recent research has proven that constant mental stimulation can delay the loss of memory when Alzheimer is in its early stage. At that level, Alzheimer sufferers are confronted with an unexpected future. To preserve their memory, they need solutions that helps them to be continuously connected to their memories.


Name Company Role
Hosni Ghariani 3sg/bbdo CEO
Yassine Boughaba 3sg/bbdo Creative Director