Have you ever deleted a file you really needed, or perhaps wiped your entire hard drive by accident? The Alzheimer Society of Montreal Zero campaign looks for awareness with a metaphor that affects most lives in the Western World, in a way that's perhaps likened to the degenerative disease.
With a simple ad on an iPhone, the sneaky stunt by the Cossette advertising agency tempted users into testing an app that would optimize their mobile phone memory. Upon clicking on the link, the phone owner would be horrified to see a realistic simulation of all of his files being erased from his handset. Thankfully, before the onset of a heart attack (hopefully), a screen would then appear, providing a number one could call to donate to the cause.
The Alzheimer Society of Montreal Zero campaign attempts to strike a familiar chord, aiming to simulate empathy rather than ask for sympathy.