For its Fight Against Alzheimer’s Association project titled “oBko” (a jumbled "Book") agency Republica Havas–with the support of Penguin Random House–transformed one of Claudia Piñeiro’s bestsellers, “Una suerte pequeña,” broke it down and reassembled it in three different ways, where each represents one of the three most frequent symptoms of Alzheimer’s: repetition of stories, memory loss and chronological alteration, thus capturing how Alzheimer’s alters stories and reflected in this case study film.
“As an organization devoted to the prosperity and well-being of our Hispanic community, Republica Havas is extremely proud of supporting this important organization,” said Jorge Plasencia, co-founder and CEO of Republica Havas.
Gladys Bangueses, president of Fight Against Alzheimer’s Association (A.L.M.A.), commented: “When the agency shared with me this new idea to support our Association, in this case by putting together Claudia Piñeiro’s book, or rather breaking it apart into three different formats, I was impressed. I believe that focusing on some of the many symptoms of Alzheimer’s (cognitive gaps, compulsive repetition, and chronological memory disturbance) and somehow reflecting them through these striking new book versions is an excellent practical example for the community and especially so that the families of those affected by this disease can get a better understanding of what’s going on in the brains of those with Alzheimer’s in their families.”
Tony Waissman, chief creative officer of Republics Havas, noted, “Connecting with Claudia to share the idea with her was inspiring; the enthusiasm from A.L.M.A.’s Gladys Bangueses was contagious and when we started the process we enjoyed every minute of it. I’m thrilled with this project and I hope people will enjoy it and we will be able to contribute to helping raise awareness in those who may know someone close who repeatedly manifests these types of symptoms.”
Hernán Jauregui of Virgen Films directed the film.
