REmemory: Ogilvy PR Does It Again
- Ghazal Kawar
- Aug 11, 2022
- 1 min read
Remember that time Oglivy PR found a connection between fashion and dementia? This is what I like to call #BorderlessCreativity.
In the 2022 PRWeek Awards Asia, Ogilvy PR won the Grand Prix as Campaign of the Year for the fourth time in a row.
The Campaign: REmemory
The agency found that the youth in Taiwan lack paramount awareness of dementia, so Ogilvy wanted to create a conversation with the targeted audience.
“A viral phenomenon that recently took place in Taiwan where a third-generation owner of a dry cleaner mixed and matched clothes left behind in his shop, creating fashionable retro outfits for his grandparents” - Surekha Ragavan
The Point: Forgotten Clothes
The owner recreated the forgotten clothes left at his shop. This campaign’s success includes three significant takeaways:
1. “Forgetting” things is not a bad thing (Look at what the dry cleaner did!)
2. “Forgetting” has been conceptualized with creativity: “age and disease are no barriers….”
3. Retro fashion is back.
The Execution: Fashion and Dementia
The execution: the brand created an online store featuring the “forgotten clothes.” Each sale has been packaged into a branded box with a unique story of someone with dementia. The delivered package also included access to education about the disease to make it easier for the youth.
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