The result being a highly acclaimed concept with multiple awards and distinctions. The new approach guides the perception of the product immediately to its benefits. Brief andseemingly daily narratives present Situations from the perspective of Alzheimer’s patients– situations which once were impossible for these patients to cope with and which they can now manage again. For this purpose,the campaign works with a discrepancy of images and lines which generates attention at first glance and dissolves upon closer examination. “This is an example of successful neuromarketing,” according to Professor Peter Kenning from the Zeppelin University in Friedrichshafen.

The campaign was distinguished with GOLD-awards at COMPRIX 2007 and 2008.

Additionally, it was made a finalist at COMPRIX 2010.