The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Stunts & Activations
Annual ID
OS23_SM036B
About the Work
Alzheimer's is one of the main causes of dementia, and short-term forgetfulness is one of the first signs of the disease.
The campaign sought to take advantage of that popularity through one of the country's most important teams, Racing Club, to raise awareness about Alzheimer's disease.
The brief was to raise awareness among as many people as possible about the importance of detecting these early symptoms to find better treatment for the disease.
The challenge was to find a creative and disruptive way to raise awareness among the adult and young adult population, with a zero budget, and with an action that would go viral in an organic and very relevant way in sports media or not.
For Argentineans, soccer is a passion, when a big club like Racing plays, the TV audience is very large and the post-match interviews are a long-awaited moment for the fans.
Soccer players' post-match statements are one of the most awaited moments by fans. Generally, these statements seem noncommittal and even almost scripted.
On April 2, after the end of an important match, Racing's captain, Leonardo Sigali, gave the typical on-field interviews but with an unusual demeanor. He answered all the questions about the match he had just played with a confused "I don't remember" that not only upset the TNT Sports journalist, but also his colleagues and social media, which reacted immediately.
Sigali became a trend on Twitter in a matter of minutes.
With I don't remember we sought to take ownership of that moment, and turn it into the most surprising, relevant and viral live statement in the history of sports, and we did it by asking the player to pretend not to remember everything he had just experienced on the field.
In this way, we put Alzheimer's disease on everyone's lips and raised awareness about the importance of paying attention to the small, short-term forgetfulness that can occur in adulthood or young adulthood.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
HOY by Havas / Argentina
Client
Adriana Tedesco
Maria Ester Garcia
Marta Jenko
Nora D'Onofrio
Music / Sound Production Company
Twins Music Platform / Argentina
Art Director
Charlie Meza
Copywriter
Kike Raboy
Chief Creative Officer
Tony Waissmann
Creative Director
Damian Palopoli
Santiago Ledesm
Editor
Melina Gennaro
Executive Creative Director
María Luján Donaire
Producer
Marcelo Vega
Sound Designer
Jose Violante
Maximo Scott
Tomas Huergo
COO
Elina Mendez
Creative Coordinator
Lola Manzur
Head of Craft & Innovation
Hernan Damilano
Head of PR
Noelia Lezcano
PM
Nacho Cicciaro
Racing Club
Alex Caniza
Fernando Otero
Pablo Ruiz
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