The Impossible Order

The strategy was focused on creating an immersive scenario to evoke empathy and highlight the lesser-known challenges of Alzheimer's. By hacking a digital kiosk in a popular burger joint at the RIO Shopping mall, the initiative simulated the confusion, frustration, and disorientation associated with the disease.

The Impossible Order simulated Alzheimer's symptoms through an immersive experience during the everyday task of ordering at a burger joint. Customers encountered ingredient names that didn’t match their corresponding images; orders restarting unexpectedly; letters, images and prices shifting during the ordering process; and even receiving unrelated orders. When confused customers approached the counter, a team of specialized psychologists from AFA Zamora explained that their experience mirrored the daily struggles faced by individuals living with Alzheimer's. After sharing insights on how to recognize early symptoms, they also offered the option to schedule a medical examination and make a donation to support both patients and their families.

The campaign was meticulously crafted to maximize its impact, with every detail thoughtfully designed to reflect the realities of Alzheimer's disease. A team of specialized psychologists from AFA Zamora collaborated to create the kiosk's simulated disruptions, ensuring they accurately mirrored the disorientation, frustration, and cognitive challenges faced by individuals with Alzheimer's. The craft of the experience was rooted in authenticity, using mismatched ingredient names, shifting visuals, and unexpected order resets to evoke empathy and understanding. The initiative's placement was strategically chosen to ensure maximum visibility and engagement. By targeting a popular burger restaurant within the bustling RIO Shopping mall, the campaign reached a diverse audience in a familiar, everyday setting. This high-traffic location amplified the impact of the experience, drawing attention to the often-overlooked symptoms of Alzheimer's. The tone of the intervention was carefully calibrated to balance empathy and education.