Entel Clips: advert-body-2 by McCann Lima

During Alzheimer’s World Day, September 21, Entel, one of the biggest telcom companies in Peru, through its social media entertainment platform Entel Clips, and in partnership with the Peruvian Association of Alzheimer and other dementias, launch the campaign “E-Alz. Memory Error," a short-film that educates on the symptoms of Alzheimer’s disease and its different stages.

Created by McCann Lima, the campaign’s main character is Matt, a Smartphone that experiences software glitches, with the aim of raising awareness among youngsters around the effects of Alzheimer’s disease. Matt’s name relates to The Memory and Attention Test (MAT), performed in order to identify the disease.

Matt is based on the true story of Víctor Pizarro de los Santos, coronel of the National Police, who was in perfect health condition until 75 years old, when he was diagnosed with Alzheimer. Around 400.000 Peruvians are estimated to suffer from the disease.

The 4-minute-long film is the central piece of a wider campaign, that encompasses social media and in-store activations in clinics, shopping malls and business centers, where Matt puppets, designed by Peruvian artist Mr. Kat, will be handed to the audience, that will be invited to visit the website www.ealz.pe, where people will find more about the true story that inspired Matt’s creation.