This Film is an Unconventional But Touching Metaphor for Alzheimer’s

Entel, one of Peru’s biggest telecom companies, recognised World Alzheimer’s Day yesterday with this beautiful, heartbreaking campaign, launched in partnership with the Peruvian Association of Alzheimer and Other Dementias.

 

Created by McCann Lima, the film’s main character is Matt, a smartphone that experiences software glitches as a metaphor for the effects of Alzheimer’s. The aim is to raise awareness of the disease among young people around the. Matt’s name relates to The Memory and Attention Test (MAT), performed in order to identify the disease.

Matt is based on the true story of Víctor Pizarro de los Santos, colonel of the National Police, who was in perfect health condition until he was 75 years’ old, when he was diagnosed with Alzheimer’s. Around 400,000 Peruvians are estimated to suffer from the disease.

 

The four-minute film is the central piece of a wider campaign which encompasses social media and in-store activations in clinics, shopping malls and business centres. Matt puppets, designed by Peruvian artist Mr. Kat, will be handed to the audience, who will be invited to visit the website, to find out more about Víctor’s story.