AFA Left * Mobile

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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
OUIGO - THE UN-INTERRUPTED PLAYLIST
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

ITEM DESCRIPTION:

WE ARE ALL CHASING SOMETHING. IT MIGHT BE A DREAM JOB, A TAXI ON A RAINY DAY, OR YOUR CAT RUNNING OFF WITH YOUR DINNER. FOR US WAS CHASING THE CHANCE TO WORK ON THIS GLOBAL CAMPAIGN WITH TOM HANKS (HE WANTED TO, BUT HIS PRICE TAG HAD A FEW TOO MANY ZEROS). BUT AT ITS HEART, THIS FILM WASN'T ABOUT HOLLYWOOD OR LABORATORIES; IT WAS ABOUT LIFE.

SANOFI IS CHASING THE MIRACLES OF SCIENCE SO THAT EVERYONE—REGARDLESS OF THEIR HEALTH—CAN KEEP CHASING THEIR OWN DREAMS. WE PURPOSELY STRIPPED AWAY THE TYPICAL PHARMA CLICHÉS. THERE ARE NO LAB COATS, NO MICROSCOPES, AND NO RESEARCH DATA. INSTEAD, WE FILMED THE RAW ENERGY OF PEOPLE IN MOTION.

BY SHIFTING THE LENS FROM THE MEDICINE TO THE MOMENTS IT ENABLES, WE REINVENTED HOW A GLOBAL HEALTHCARE BRAND SHOWS UP. THIS CAMPAIGN PROVED THAT THE TRUE MEASURE OF SCIENCE ISN'T FOUND IN A TEST TUBE, BUT IN THE FREEDOM IT GIVES PEOPLE TO PURSUE WHAT MATTERS TO THEM. WE PROVED THAT WHILE SANOFI CHASES THE MIRACLES, THE REST OF THE WORLD GETS TO CHASE EVERYTHING ELSE.