Cannes Lions

SOCIAL CONCIOUSNESS

CONTRAPUNTO BBDO, Madrid / FUNDACION REINA SOFIA / 2012

Awards:

1 Bronze Cannes Lions
Film
Film
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Overview

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Credits

Overview

Description

Bank of Memories is a place created to safeguard thousands of real memoriesfrom around the world.This initiative was created to make the population aware of the importance ofcontinued research into Alzheimer’s Disease, for which a great deal is yet to beachieved, and continued financial cooperation to help undertake the researchprojects currently underway and future projects.Alarming data such as this: “over 100 million people could lose their memorybefore 2050 if research into a cure for Alzheimer’s does not advance” hasimpelled a significant number of people, along with public organisations,associations, foundations and private companies, etc. to embark on andcomplete this project for completely altruistic purposes.HOW IT WORKSYou have two possibilities in the bank of memories:You can enter and DONATE your memory. A memory you don’t want to forget.You can do this by written text and can also include a photograph or a video, orboth. DONATING is free of charge.When your memory is included, we’ll ask for your e-mail so that we can sendyou a link to access it and resend it to whoever you want.You can also publish your donated memory on your Facebook or Twitter walland tag the friends you want to share it with.The other option is to SPONSOR a memory. You can sponsor a randommemory by browsing through the different drawers of the Bank or you cansearch for a specific memory using the site search engine.Sponsoring a memory involves a financial contribution that will go entirelytowards research into Alzheimer’s Disease.

Execution

With the support of her majesty the Queen Sofía, we achieved for the first time in Spain, a historic collaboration agreement signed by the main mass media groups.TV presenters, actors, models, athletes saved their memory.Coca Cola made a spot in order to save it in the Bank, and Google creators saved the photo of the garage where they first started.Many politicians arranged public events where they saved their memories. Even a small town decided to save their collective memories.What started as a campaign, evolved into a useful tool in old people’s homes.

Outcome

We achieved 340 mass media appearances.Television:58Radio: 32Digital and traditional press: 250More than 100,000 campaign references in GoogleMore than 750,000 website visitsAnd 93% population coverageAnd what’s even more important, the Bank currently has more than 35,500 memories.

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The Mission

SRA. RUSHMORE, Madrid

The Mission

2017, FUNDACION REINA SOFIA

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