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HOY, by HAVAS, Buenos Aires
[2.22.169]
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Short-term memory lapses can be the first sign of Alzheimer’s Disease. This action by professional sports club, Racing Club, and the Association Against Alzheimer’s Disease, in which RC captain Leo Sigali ‘lost’ his memory during an interview, used the popularity of football in Argentina to raise awareness of early signs of the disease.
[AP] ‘This case could seem like a PR stunt, but in my opinion it has a digital core, since it planned to spark a conversation in digital. A brilliant way to create awareness of a disease that is not talked about as much as a match result. Being discussed in a soccer environment is not expected and triggers all the buzz it deserves.’
- Client A.L.M.A.
- Ad Agency HOY, by HAVAS, Buenos Aires
- Creative Director Tony Waissmann, Santiago Ledesma, Damian Paolopoli
- Art Director Charlie Meza
- Copywriter Kike Raboy
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