# Surreal Alzheimer Ads The Peruvian Association of Alzheimer's Disease Visualizes Memory Loss By Meghan Young | Published 2015-05-14 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/alzheimer-ad References: [adeevee](http://www.adeevee.com/2015/05/apead-peruvian-association-of-alzheimers-disease-alzheimer-memories-alzheimer-outdoor-print/) & [jwt](https://www.jwt.com) 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](https://www.trendhunter.com/trends/neutrogena-remembers) 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](https://www.trendhunter.com/trends/give-us-the-finger). 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. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 58% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Boomers](https://www.trendhunter.com/boomers) ## Key Themes ### Key Themes Behind This Trend - **Surreal Advertising:** Exploring surreal and conceptual imagery in advertising campaigns to create a lasting impact. - **Visualizing Emotion:** Using visual representations to evoke and convey complex emotions and experiences. - **Awareness Campaigns:** Designing thought-provoking campaigns to raise awareness and understanding of specific diseases or social issues. ### Where This Applies - **Advertising:** Opportunity for creative agencies to push the boundaries of traditional advertising and engage audiences with innovative concepts. - **Art and Design:** Artists and designers can utilize surreal and abstract techniques to communicate messages in a visually compelling and thought-provoking manner. - **Healthcare and Nonprofit:** Organizations can leverage visually striking campaigns to educate the public and generate support for important causes, such as Alzheimer's disease. ## Related on Trend Hunter - [Memory-Based Virtual Museums](https://www.trendhunter.com/trends/museum-of-memories.md) - [AI-Generated Kettle Ads](https://www.trendhunter.com/trends/a-moment-of-me-time.md) - [AI-Based Experiential Campaigns](https://www.trendhunter.com/trends/knowthesigns.md) - [Emotional Short Films](https://www.trendhunter.com/trends/johnson-johnson.md) - [Memory-Stimulating Chocolate Boxes](https://www.trendhunter.com/trends/memory-bar-boxes.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [Memory Loss Ink-Fading Books](https://www.trendhunter.com/trends/4442-book.md) - [AI Alzheimer's Avatars](https://www.trendhunter.com/trends/alzheimers-intelligence.md)