It’s the Sinterklaas celebration today in the Netherlands [Wikipedia]. And one of the traditional gifts is his figure made from chocolate.
The Dutch Alzheimer Foundation came with a very special version of this gift.
Unwrapping the gift is the same what alzheimer’s patients experience every day. Unwrapping brings them the easter bunny feeling.
The text on the unwrapped gift: Alzheimer’s patients have to deal with this feeling daily.
Very subtle. And brilliant!
It’s one the best examples of topical advertising. Which can be described as ‘situation relevant’ advertising. React to a major current news event.
It isn’t used very often in social advertising. I’m glad I found this brilliant example. And love to see more from our industry.
The agency or creative behind this idea is unknown. Please contact us if you know more.
Update: see the video here.
BTW: a study says that chocolate may help keep the brain healthy.
Alzheimer - Chocolate - Netherlands - Topical ad