Alzheimerfonden: Buffering Memories - SOME

We turned a familiar digital symbol into a painful metaphor.

Over 160 000 swedes are living with Alzheimers and that number will double until 2050, still there is no cure. The research needs funding.

In the campaign ”Buffering Memories” for Alzheimerfonden, the spinning loading icon became a visual representation of memory loss. Real portraits of loved ones began to ”buffer”, just like the minds of those living with Alzheimer’s.

Launched on SoMe, DOOH and TV alongside a national documentary, the campaign stirred emotion, raised awareness, and reminded people of what’s truly at stake: our memories.