Case
01
Client
Racing Club & A.L.M.A.
Discipline
Integrated / Social Impact
Year
2023
Sector
Health
Racing Club players seen from behind, wearing jerseys with swapped last names

The Name Confusion

For one match, Racing Club swapped its players' names.

Cannes Lions · Silver36 awards and placements

Watch the film

The story

Alzheimer's is hard to explain to anyone who hasn't lived with it. A.L.M.A. needed people to feel it, not just read about it.

For one match, Racing Club swapped the last names on its players' jerseys. A lineup fans knew by heart suddenly stopped making sense.

A football ritual became a shared experience of confusion, and a national conversation about Alzheimer's.

Results

Source: Case board

The work

1 film · 1 image

The Name Confusion case board: Racing Club players seen from behind in jerseys with swapped last names, above the campaign's social posts and press coverageView full size

Recognition

36 awards and placements

  • 7 Gold
  • 18 Silver
  • 9 Bronze
  • 2 special prizes
  1. Cannes Lions 2023-24 (source, opens in a new tab)
    • 1 Silver
    • 2 Bronze
  2. London International Awards 2023 (source, opens in a new tab)
    • 2 Gold
    • 1 Silver
  3. Clio Awards 2024 (source, opens in a new tab)
    • 2 Silver
    • 4 Bronze
  4. Clio Sports 2023 (source, opens in a new tab)
    • 1 Gold
    • 4 Silver
    • 1 Bronze
  5. El Ojo de Iberoamérica 2023 (source, opens in a new tab)
    • 3 Gold
    • 10 Silver
    • 2 Bronze
  6. American Advertising Awards 2024 (source, opens in a new tab)
    • 1 Gold
    • 1 Best of Show
    • 1 Best Of