A.L.M.A.'s befuddled fans

Directed by Guido Cassini through Walden Studio, this short film shows how Alzheimer’s charity A.L.M.A and Racing Club Soccer Team collaborated with Republica Havas, to execute a clever campaign aimed at educating the public on Alzheimer's. 

Confusing people is one of the main symptoms of the degenerative brain disease. That’s why, during the Argentine Professional Soccer League’s 11th game day, each of the Club’s eleven players went onto the field with another teammate’s last name printed on the back of their jersey, before revealing to the crowd the reasoning behind the confusion. 

As well as perplexing fans on the pitch, the campaign included a mix up of the player’s names and positions in the pre-match social media content.

Jorge Plasencia, CEO of Republica Havas, made the following statement: “The organic repercussions of the idea were phenomenal. What happened on social media before the game and then on the field was massive. We are delighted to be able to come up with ideas that go beyond publicity and, in this case, create awareness of Alzheimer’s disease.”