Cannes Lions

A Night to Remember

MEMAC OGILVY & MATHER LEBANON, Beirut / ALZHEIMER'S ASSOCIATION / 2017

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Overview

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Credits

Overview

Description

In karaoke venues across the nation, we secretly changed, removed & misplaced lyrics of some of the most well-known songs. By altering the lyrics, we gave the unsuspecting young performers a sense of what it feels like to experience confusion, disorientation and memory loss i.e. symptoms of Alzheimer's disease. At the end of the songs, our main message followed on screen explaining what had just happened, triggering a very emotional reaction to the young audience present.

Execution

In karaoke venues across the nation, we secretly changed, removed & misplaced lyrics of some of the most well-known songs. By altering the lyrics, we gave the unsuspecting young performers a sense of what it feels like to experience confusion, disorientation and memory loss i.e. symptoms of Alzheimer's disease. At the end of the songs, our main message followed on screen explaining what had just happened, triggering a very emotional reaction to the young audience present. The same was shared online and for the very first time, the Association experienced both physical and emotional engagement.

Outcome

In less than 1 week the idea went viral reaching over 800,000 people.

Receiving critical acclaim in the World Innovation Summit for Dementia, with more than 20 countries present.

Headlining the December Newsletter of Alzheimer's Disease International (ADI) which groups more than 65 countries.

Resulted in 1.8 million USD of free media.

For the very first time, ignited a conversation between the youth and the Association with 100% positive online sentiments.

The Association's website experienced a 230% increase in traffic.

Young volunteers increased by 64%

Youth awareness went up by 78%

For the summer of 2017, more than 20 karaoke venues across the region contacted the Association to experience this event for themselves in the hopes to further raise awareness among the youth.

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