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Mountain Dew embraces all new Snapchat selfie feature

Soft drink brand Mountain Dew has become one of the first brands to embrace Snapchat’s new Lenses feature, a selfie filter which recognises photos of your face and applies animation to it – such as this love struck individual.

It is a busy period for the picture messaging service which is also raising awareness of Alzheimers amongst young people in the UAE with #MemoriesMatter - a Starcom Mediavest campaign conceived to coincide with World Alzheimer’s Day.

Cognisant of the obvious parallels between memory loss and the disappearing images of the Snapchat service the campaign seeks to young people experience the effects of memory loss in order to better understand its symptoms.

To achieve this three Snapchats featuring vanishing family photos have been created, concluding with the message ‘Alzheimers Erases Your Memories, Let’s Erase Alzheimers’.

Taking place on 21 September the event comes as estimates suggest that prevalence of the disease could increase by in excess of 600 per cent by 2030.

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