2017 Winners & Shortlists

ALZHEIMER'S A NIGHT TO REMEMBER

BrandALZHEIMER’S ASSOCIATION LEBANON
Product/ServiceNGO
EntrantMEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
CategoryLive Advertising & Events
Idea Creation MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Idea Creation 2 MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

Brief Explanation

The Alzheimer’s Association wanted to raise awareness amongst a younger audience that tends not to listen about elderly illnesses. We made them experience the symptoms of Alzheimer's (confusion, memory loss and disorientation) without them knowing, across Karaoke venues where we secretly changed the lyrics of famous songs. By altering the lyrics, we gave the unsuspecting performers a taste of what it feels like to be confused and disoriented; the daily struggles of an Alzheimer's patient. At the end of the songs, our main message followed on screen explaining what had just happened, triggering a very emotional reaction to the audience present. The same was shared online and through the association itself driving both physical and emotional engagement. In less than 1 week the idea went viral reaching tens of thousands of people, while the number of volunteers increased by 64% and awareness amongst the youth increased by 78%.

Credits

Name Company Role
Paul Shearer Memac Ogilvy & Mather, Dubai Chief Creative Officer
Moe Minkara Memac Ogilvy & Mather, Beirut Executive Creative Director
Rima Isho Memac Ogilvy & Mather, Beirut Business Director
Naji Boulos Memac Ogilvy & Mather, Beirut Managing Director
Ramzi Ibrahim Memac Ogilvy & Mather, Beirut Associate Creative Director
Karim Sherif Memac Ogilvy & Mather, Dubai Associate Creative Director
Malek Badreddine Memac Ogilvy & Mather, Beirut Copywriter
Dimitri Ghalieh Memac Ogilvy & Mather, Beirut Senior Graphic Designer
Jean Rizk Memac Ogilvy & Mather, Beirut Graphic Designer
Ecstacy Labs Ecstacy Labs Production
Beyond Post Beyond Post Production