WORLD ALZHEIMER'S DAY - "AGNOSIS COLLECTION"

SuperHumans srl Milan, Italy

Awards

1896

Brand: WORLD ALZHEIMER'S DAY
Country: Italy

Advertiser: EBRI Rita Levi-Montalcini Foundation

Title	AGNOSIS COLLECTION
Agency	SuperHumans srl
Campaign	AGNOSIS COLLECTION
Advertiser	EBRI Rita Levi-Montalcini Foundation
Brand	WORLD ALZHEIMER'S DAY
Posted	December 2020
Business Sector	Disease Awareness, Support Groups & Associations
Story	In Italy, Alzheimer’s seems to be a taboo, patients in early stages and caregivers don’t talk about it, so most people have only a rough idea of the disease.As a result, they don’t seem to care enough about it and about the ongoing research to find a cure.In order to give people a partial experience of the world of people with Alzheimer's, we created 3 unrecognizable objects – with meaningless names – and we put them in familiar places: the aisles of a supermarket.To make the operation a success, its main focus was the design of the three objects: they had to be familiar while not reminding us of anything really existing. Their deliberately unattractive appearance aroused particular curiosity and they were well camouflaged among the other products on sale.This collection became really useful once they all found out what was for.
Problem	EBRI Rita Levi-Montalcini Foundation has been looking for a cure for Alzheimer's and other neurodegenerative diseases for years and needs funds and donations to carry out its research.
Media Type	Case Study
Executive Creative Director	Francesco Taddeucci
Executive Creative Director	Luca Albanese
Copywriter	Alice Scornajenghi
Art Director	Pierluigi Riccio
Art Director	Alberto Terribile
Copywriter	Alessia Buono
Copywriter	Sara Moccia
Video Editor	Giulia Zumpano
Director	Valerio Rufo
UI Designer	Rosa-Maria Pignatiello
Music Composer	Diego Buongiorno
Managing Director	Paolo Platania
Account Manager	Arianna Savarino Morelli
Project Manager	Lorenzo Pizzuti Verdone
Sound Design Company	SuoniLab
Production Company	Think Cattleya