The Reina Sofía Foundation contacted our agency regarding the difficulty of obtaining the necessary resources to properly research Alzheimer’s. It was clear what was needed: money.

It would be wonderful if we could succeed in making Alzheimer’s research a part of the corporate social responsibility of many companies.

But how? The usual way: with an idea.

We created a seal under which we invited companies to reissue their classic brands. Part of the profits from all of those sales go to Alzheimer’s research, under the slogan: We love to remember; let’s fight together so that all of us can.

In order to raise funds, we designed a creative strategy through which companies could incorporate Alzheimer’s research into their respective social corporate responsibility missions. We created Edición Recuerda (Memory Edition), a seal under which we invited companies to reissue classic products. These products are sold through the online store created for the project as well as shops around the country, with part or all of the profits from the sales being earmarked for Alzheimer’s research. We pitched the idea to each company and created a personalized strategy for each, determining which product (or service) would be best suited to being “rescued from the past”.

We needed to make Alzheimer’s research part of the social corporate responsibility of a number of companies. To this end we created Edición Recuerda (Memory Edition), a seal under which we invited companies to reissue their classic products from the past. Part or all of the profits from the sale of those objects are earmarked for Alzheimer’s research. We pitched this idea to the most important companies in the country under the slogan: We love to remember; let’s fight together so that all of us can.

We obtained the collaboration of:

· More than 30 different companies, from multinationals like Coca Cola, Bayer, Unilever, Teléfonica, Universal Pictures, Inditex, BBVA, etc

· Nearly every media outlet in the country (TVE: National Television, Telecinco, Antena 3, El País, El Mundo, Vocento, Mediaset España, Google...)

· Football clubs like Real Madrid

· Movie theaters, publishing houses, transportation consortium, etc

In less than one month live, we managed to sell out 70% of the products offered for sale at the online store we created.

It was a campaign that made an entire country remember, in order to help those who no longer can.