Alzheimer's disease affects over 6 million Americans, with numbers expected to double by 2050. In a campaign aimed at supporting the battle against Alzheimer's and other forms of dementia with reminiscence therapy, Nreal sought to create moments of clarity and closeness for families, whose lucid moments and shared connections had been fading or lost entirely due to the illness.

Nreal presents a groundbreaking pair of AR glasses, equipped with a portable 220-inch IMAX screen, allowing users to enjoy a stunning, expansive display in Air Casting mode that enhances mobile or PC viewing.

The goal was to effectively launch the product in the US through a campaign that supports the brand's commitment to fighting Alzheimer's.

The creative idea was first and foremost story-driven with a particular focus on Alzheimer’s. It was truly a rare opportunity, where the client and agency all agreed that the importance of the subject matter (dementia) and the story we wanted to tell, to precedence. Hence, acting immediately became one of the most important ingredients and as a consequence, the casting was considered in light of personal experiences with Alzheimer’s as well as in relation to the accuracy of the performances. Even the director had personal experience, which was implemented accordingly during shooting as well as in early rehearsals. The five lead actors, Alan McKenne, Orla O'Rourke, Norma Attallah, Mila Lieu, and Raiko Gohara were cast in London and flew to Warsaw for the shoot. Alan McKenne and Norma Attallah had prior experience in Hollywood movies such as The Hitman's Bodyguard, Mamma Mia, and Les Misérables, among others.

The campaign not only got viral attention but also successfully launched the product in the US.

It received 10 million views on YouTube and five times that on other social media platforms.

It also helped increase awareness about Alzheimer's, raising discussions among people with family members affected by Alzheimer's by 25%.

Because of this, Nreal became the No.1 selling AR glasses on Amazon.