| Title | THE MEMOIR OF EMPTINESS |
| Brand | WORLD ALZHEIMER’S DAY |
| Product / Service | WORLD ALZHEIMER’S DAY |
| Category | B03. Best use of Ambient Advertising: Small Scale Special Solutions |
| Entrant | DDB CHINA GROUP Shanghai, CHINA |
| Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
| Advertising Agency: | DDB CHINA GROUP Shanghai, CHINA |
Credits | |
| Chief Creative Officer | Michael Dee |
| Creative Director | Billy Deng |
| Copywriter | Billy Deng/Xiaole Han |
| Account Supervisor | Tracy Cao |
| Producer | Jacqueline Wu/James Chen |
| Art Director | Nie Lang |
| Illustrator | Nie Lang |
| Photographer | Vincent Koh |
Location: bookstore Execution: We created a special book of Memoir released on World Alzheimer’s Day and shelved on bookstores throughout Shanghai. When people opened the Memoirs, they were surprised to find that this book was blank. A bookmark placed inside this book had a message, that let people understand that blank is a reflection of how the elderly feel when they have Alzheimer’s Disease. They lose their memory and their lives slowly become empty and blank, just like the book.
Bookmark Text: It’s not surprising to find that there’s nothing inside this memoir. Emptiness, is the true reflection of what appeared in his mind as a result of Alzheimer's Disease that erased all his memories. The loss of memory in Alzheimer's Disease isolates patients from the outside world, and they even forget about their families. If a member of your family has the signs of memory loss, please consult for medical help as soon as possible.