Cannes Lions

I Don't Remember

HOY, Buenos Aires / ALMA / 2022

All (Supporting)






Alzheimer's is one of the main causes of dementia, and short-term forgetfulness is one of the first signs of the disease.

The brief asked to make as many people as possible aware of the importance of detecting these early symptoms to find a 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 and non-sports media.


Soccer players' post-match statements are one of the most awaited moments by fans. Generally, these statements seem noncommittal and even almost scripted.

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.


Soccer is a passion for the Argentinean, when a big club like Racing plays, TV audience is wide and the post-match interviews are a long-awaited moment for fans.

One of the first symptoms of Alzheimer's is short-term forgetfulness, so we decided to use Racing's post-match interview to raise awareness among the adult and young adult audience.

A soccer player in front of the camera and in the middle of the interview pretended not to remember what he had just experienced, surprising everyone, making the story to be picked up by media all over the country, and making the action a few minutes later a TT in social media.

Hours later in the player's social media, the club and the NGO A.L.M.A. was revealed that it was an action to raise awareness about his symptoms, causing the idea to be raised organically by media around the world.


Chronologically, the action had two stages of implementation. In the first, we used the classic post-match note and with the complicity of the captain of the Racing Club soccer team (one of the most important in the country) we surprised the audience that was watching the live broadcast, with the player answering "I don't remember" to every question asked by the journalist. This generated a wave of reactions in social and digital media, and within minutes, the player and the club were trending topics and the whole country was talking about it.

Hours later in the second stage, the player, the club and the NGO A.L.M.A. uploaded a video to their networks clarifying that it was an action related to Alzheimer's, and from then on Alzheimer's was also a trending topic. The action was the news of the week on networks and was picked up by media around the world.


The results of the action exceeded all expectations. A few minutes after the article was published, Sigali, Racing and Alzheimer were trending topic in social networks, different national media were already talking about it, and everyone was wondering what was happening to the Racing player. After the revelation, the action exploded in international media, reaching different countries around the world. In 48 hours the action exceeded 270M impressions, reached more than 58M users in an organic way, with an earn average of 8.2M and an impact so great that the queries received by A.L.M.A. in 2 days exceeded, was greater than those it had in its 30 years of history. All organically, without investing a dollar in media, PR, influencers, etc.

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