01 / 09Racing Club & A.L.M.A.2023

The Name Confusion

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The case
Client
Racing Club & A.L.M.A.
Discipline
Integrated / Social Impact
Year
2023

To make people feel the confusion caused by Alzheimer's, Racing Club swapped the players' last names on their jerseys for one match. A familiar lineup suddenly became impossible to read, turning a football ritual into a shared experience and a national conversation for A.L.M.A.

Next projectoBKo: The Alzheimer's Book
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