Advertiser: ALZHEIMER FORSCHUNG INITIATIVE
Agency: OGILVY GERMANY
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: KEEP YOURSELF IN MIND
Project Management: Anke Breuer (Ogilvy & Mather Advertising)
Chief Creative Officer: Dr. Stephan Vogel (Ogilvy & Mather Germany)
Creative Director: Andreas Steinkemper (Ogilvy & Mather Advertising )
Account Management: Natalie Hoffmann (Ogilvy & Mather Advertising)
Executive Creative Director: Thomas Schwarz (Ogilvy & Mather Advertising)
Senior Art Director: Paul Kuna (Ogilvy & Mather Advertising)
Copywriter: Christopher Fink (Ogilvy & Mather Advertising )
Copywriter: Iris Maschauer (Ogilvy & Mather Advertising )
Effectiveness
The result: More than 5.200 exhibition visitors, 630 initial contacts, and correspondingly significant coverage in regional media.
Strategy
Alzheimers is a widely known disease, but relatives and friends are particularly helpless when it comes to finding good therapy options as there is not much being offered. Raum D offers a new way of keeping peoples’ memories alive via drawing and our accessible approach made people really stop and think. It was a new and unique approach to raising peoples’ awareness.We traced the life story of a patient, memory by memory – and displayed them in a 3D-model of a brain. Thus bringing this person’s special moments to life and making them physically accessible.
Execution
This installation was toured in large cities throughout Germany. A direct link onsite led visitors to keep-yourself-in-mind.de, an interactive platform which supports those affected as well as enabling families and friends to help them.