Is relevant as its success in national and international media exceeded all expectations. With his post-match and live statements, our ambassador surprised all the viewers. The repercussions in social media, especially digital, were extraordinary and immediate. In less than 3 minutes the player was a TT and once it was revealed that it was an action to raise awareness about Alzheimer's, the disease also became a TT within a few hours, and we reached media around the world. Its diffusion was completely organic since the investment was zero and both the influencer and the club joined the action adhonorem.

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.

In post-match statements, players comment on what had just happened on the field. Generally, these statements seem to be pigeonholed, noncommittal and even almost scripted.

By answering "I don't remember" to every question of the match, we take ownership of that moment live in the middle of the broadcast and turn that statement into the most surprising, relevant and viral in the history of sports.

Hours later, with the unveiling, we put Alzheimer's disease on everyone's lips and the importance of paying attention to the small short-term forgetfulness that can occur in adults or young adults.

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's were trending topics in social networks, and in less than 48 hours, more than 100 national and international media outlets picked up the news, which guaranteed that we reached 794M potential readers. In those 48 hours, the action exceeded 270M impressions, reached more than 58M users organically, with an average earn of 8.2M and an impact so great that the queries received by the NGO in 2 days were greater than in its 30 years of history.