Bringing awareness to Alzheimer’s on a global stage

Every year, more than 10 million people are diagnosed with Alzheimer’s. We partnered with The Fight Against Alzheimer’s Association, and Racing Club, one of the most passionate soccer clubs in Latin America, to raise awareness of the disease. “The Name Confusion” campaign shows what happens when people experience one of the main symptoms of the disease, confusing names. A collaborative event was staged during the league’s 11th game day, with 40,000 people in the stadium, when each of the Club’s 11 players went onto the field with another teammate’s last name. But the hype started hours before on social media, showing team jerseys with the wrong names and numbers. The results earned two Cannes Lions, the first in the Health & Wellness category and the second in the Entertainment for Sport category.