Problem
55 million people worldwide are believed to be living with Alzheimer's or other types of dementia. In Argentina, approximately 1 in 8 adults over the age of 65 suffers from Alzheimer's disease, with face confusion being one of the main symptoms. Those who experience this symptom have difficulty recognizing friends, relatives or acquaintances, often confusing them with other people.
Context
Nicolás "Uvita" Fernández was Argentina's top scorer in 2023 across all competitions: Copa de la Liga, Copa Sudamericana, Copa Libertadores and Copa Argentina. He is also the all-time leading scorer for Defensa y Justicia, a first-division team in Argentine soccer.
Idea
Leveraging the popularity of Nicolás "Uvita" Fernández, we confused hundreds of thousands of fans of the club Defensa y Justicia and followers of TNT Sports. For a week, we replaced the real "Uvita" Fernández with a double on the club's social networks and on his personal accounts. We did the same during the match preview of the social live broadcast on TNT Sports so that, for a week, people could experience the symptom. Many didn't notice the change, while others were doubtful. Everything was revealed at the end of the match on the social TNT Sports broadcast and then on the club's social networks, TNT Sports, A.L.M.
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