The Alzheimer Experience

The Alzheimer Experience was a simple interaction designed to help everyone untouched by Alzheimer's empathize with the frustrating feeling of disorientation.

Alzheimer's is much more than forgetfulness. The disease is a de-habilitating disorientation within familiar places. That oxymoron is so acute and impossible to understand but affects everyone that it touches.

To bring that acute oxymoron to life, all products at local supermarkets across the country were rearranged, overnight, so when shoppers went to look for something in its usual place they couldn’t find it. The Alzheimer Experience rendered the associations of memory inadequate, caused confusion, frustration and brought awareness to Alzheimer’s as more than dementia.

Case Study.


  • Bronze, Direct Marketing for Alzheimer Foundation, Institutional. — Cannes Lions International Festival of Creativity, 2012
  • Gold, Press and Public Relations, Corporate Communication and Social Responsibility, Alzheimer Experience of Maruri Grey for Alzheimer Ecuador. — Festival Iberoamericano de Publicidad FIAP, 2012