Lost In The World

Momentum Worldwide in Spain launched a campaign for CEAFA, (Spanish Association Against Alzheimer´s and other Dementias) to raise awareness among young generations about early onset Alzheimer´s.

The creative company has created a full immersive simulator on Fornite that allows gamers to feel in the game the real-life Alzheimer´s symptoms.

Dissorientation, memory glitches or time and space dissociation are just a few of the symptoms integrated into the experience.

Rodri González, Executive Creative Director at Momentum: ¨They say it´s impossible to know how it feels suffering a disease unless you have it. Fornite allow us to recreate worlds, to interact with them and in this case, to create an immersive simulator, the first ever made for a disease.¨

To promote the Fornite Island some of the most influential Spanish gamers have been invited to try it out without knowing what is all about. All their spontaneous reactions are captured in a video.

¨The months working on the design and engineering are worthy if we get youngsters to know that Alzheimer´s not only affects elderly people. Last year a 19 years old boy was diagnosed, youngest Alzheimer´s patient ever. And knowing the symptons is key for an early diagnosis¨ - adds Rodri.

“Lost In The World” is already available to play in the platform following this code

(7230-3324-3779).

CREDITS

Client: CEAFA

Campaign: Lost In The World

Agency: Momentum Spain

CEO. Begoña Iglesias

Chief Strategy and Clients Officer. Irene Ruiz

Executive Creative Director. Rodri González

CreativeTeam: Fabio Loureiro, Víctor López, Elisa de Paolis

Strategic Planner. Aida Caba

Experience Advertising Leader. Marta Díaz

Account Executive. Vanesa Rol

Gaming Marketing. Alejandro Roldán

Engine Developer. Jorge Pastor

Production Company. Full Fiction