On Winning the Alzheimer’s Fight

As Alzheimer’s progresses, facial recognition and memories fade, diminishing relationships and leaving many Alzheimer’s patients isolated and lonely. To bring this feeling closer to the general public, BBDO Düsseldorf created a series of unrecognizable family portraits through a jigsaw execution. Through the eyes of an Alzheimer’s patient, cherished relationships become an unsolvable puzzle made up of shuffled memories that fade away piece by piece. The tagline of this print campaign reads: “Piece by piece, Alzheimer’s takes away memory. Help win the fight.”