ITEM DESCRIPTION:
ALZHEIMER’S IS A BRUTAL REALITY THAT’S ONLY GETTING BIGGER—THE EXPERTS AT SEN SAY THAT BY 2050, 3.2 MILLION PEOPLE IN SPAIN WILL BE LIVING WITH IT. THE PROBLEM IS, MOST PEOPLE STILL DON'T REALLY GET WHAT IT FEELS LIKE. SO, FOR WORLD ALZHEIMER’S DAY, WE DECIDED TO STOP TALKING ABOUT STATISTICS AND START SHOWING PEOPLE THE FRUSTRATION FIRSTHAND.
WE CREATED A RESTAURANT AT THE RIO SHOPPING MALL AND MESSY-ED WITH THE LOGIC OF THE ORDERING KIOSK. AS CUSTOMERS TRIED TO GET THEIR FOOD, THE SCREEN STARTED TO GLITCH ON PURPOSE. INGREDIENTS DIDN'T MATCH THE PICTURES, PRICES JUMPED AROUND, LETTERS SHIFTED, AND JUST AS THEY WERE ABOUT TO PAY, THE WHOLE ORDER WOULD RESTART OR GIVE THEM SOMETHING THEY NEVER ASKED FOR.
FOR A FEW MINUTES, A SIMPLE BURGER ORDER BECAME AN IMPOSSIBLE TASK. BY HACKING A ROUTINE MOMENT, WE MADE PEOPLE EXPERIENCE THE CONFUSION AND THE LESSER-KNOWN SYMPTOMS OF THE DISEASE. WE PROVED THAT THE BEST WAY TO RAISE AWARENESS ISN’T TO GIVE A LECTURE, BUT TO LET PEOPLE FEEL THE STRUGGLE THEMSELVES—SO THEY WALK AWAY WITH A LITTLE MORE UNDERSTANDING FOR THOSE WHO FACE THIS EVERY DAY.
WORKS:
ONEMI - EMERGENCY RADIO
GSK - TOGETHER
SANOFI - CHASERS
RUAVIEJA - TOCK TICK
CV - WHOEVER HAS LIVED IT KNOW WELL
AFA ZAMORA - THE IMPOSSIBLE ORDER
HP - LIFE IS PRINTED IN EVERY MOMENT
PERSONAL PROJECT - IRREVERSIBLE
ARCHIVE - DESIGN
OUIGO - TRAFFIC VIOLATIONS
BEIGENE - UNSILENCED WORDS
PKU - TOXIC ADS
SANTANDER - LET’S ASK FOR A CHANGE