The JWT ad agency based in Lima, Peru, has created a powerful Alzheimer ad campaign for the Peruvian Association of Alzheimer's Disease. It visualizes the feeling and experience associated with such memory loss through a surreal image. A woman sits at a kitchen table drinking a cup of coffee, yet her face is not her face. Instead, the Alzheimer ad campaign depicts it as a series of boxes filled with memories that essentially play hide and go seek with her.
Art directed and illustrated by Julio Ortega with creative direction by Javier Grana, the Alzheimer ad campaign helps bring more awareness to the disease. It does so by creating an image that is at once conceptual, confusing and enlightening. People will be able to connect more deeply with the symptoms of Alzheimer's through it.