Alzheimer's New Zealand: Eraser USB stick

Brief Explanation: Designed with a purpose for everyday use, these eraser/usbs are meant to serve as a constant reminder of Alzheimer’s New Zealand’s importance, as well as help New Zealanders realise how important our memories are, and how difficult life can be for those living with this disease.

Brief from the client: Design a memorable piece of communication that raises awareness of the disease’s early warning signs, like memory loss, as well as reminding everyday New Zealanders of the importance of Alzheimers New Zealand.

Final design: Actual working erasers were hollowed out and fitted with USB memory sticks. The message displayed on the top is: ‘Alzheimer’s erasers your memories. Save them.’ On the reverse side was the Alzheimer’s New Zealand logo and website. The place you can turn for more information and support. alzheimers.co.nz.

Indication of how successful the outcome was in the market: Alzheimer’s New Zealand distributed these eraser/usbs amongst the public, sent them to various local organisations, as well as distributed them to local politicians, with a letter, in an attempt to raise awareness of the charity. They have received positive feedback and they’ll hopefully continue to leave people with some sort of understanding of what people with Alzheimer’s go through everyday, and where they could turn for more information and support.

Advertising Agency: Colenso BBDO, Auckland, New Zealand
Executive Creative Director: Nick Worthington
Art Director/Copywriter/Designer: Lisa Fedyszyn
Copywriter/Art Director: Jonathan McMahon
Account Manager: Stefanie Robertson
Planner: Hayley Pardoe
Agency Producer: Phil Newman
Designer: Phila Lagaluga

37 comments

dsklan's picture
dsklan
1927 pencils

this is....argh...i forgot...

Manish Sharma's picture
Manish Sharma
45 pencils

Wow! What an Idea sirjee!

http://manishsharma1.blogspot.com/

Guest's picture
Guest

Very Nice...

Dzsoi's picture
Dzsoi
5725 pencils

It is weird, sounds like USB sticks would be the "solution" for Alzheimer disease - save your memories (before it gets you - that's all you can do?!). Are you promoting USB sticks or what?? Are you talking about saving MY memories, but you want me to support other ppl - call to action is just wrong. And why is the anti-eraser masked as an eraser? Because it looks cool. Oh, okay...

paumarques's picture
paumarques
1314 pencils

bon gadget. idea senzilla, massa senzilla.

Pau Marquès
(+34) 670 36 79 83
blogdepaumarques.blogspot.com

Guest's picture
Guest

great concept. this would be sad to carry around though.

Guest's picture
Guest

Because 80 year old people carry around Macbook pro's wherever they go. They're hip and switched on like that.

Guest's picture
Guest

Yeah, cause they only work on MacBook Pro's, they really should have tried to reach a wider audience eh?

scamhandler's picture
scamhandler
60 pencils

‘Alzheimer’s erasers your memories. Save them.’ ?????
They should take away the 'r' in 'erasers'?
Alzheimers doesn't 'erasers' anything.

Guest's picture
Guest

That's -
l
Alzheimer's Erasers l Your memories. Save them
l

lynnholilin's picture
lynnholilin
118 pencils

this is one of those ideas where i just have to get up off my chair and give it a standing ovation. simple, effective, clear, well executed, just an all round brilliant concept :-)

Lynn Ho
Decision Communications Pte Ltd
Advertising Agency Singapore
www.decisioncom.com

Guest's picture
Guest

Good point on copy, scamhandler.

Still, it's a brilliant concept brought to life. Call to Action would have helped the advertiser.

Guest's picture
Guest

i think we should say how to cure alzheimer, rather than say, what to to if you have the illness

rolling.stone's picture
rolling.stone
2740 pencils

nice

-------------------------------------------------------------------

~ Quite obviously, I have gathered no moss ! ~

Guest's picture
Guest

scam...seriously

bijoyvp's picture
bijoyvp
50 pencils

nice concept. Liked it

Galo's picture
Galo
441 pencils

Sweet. With concepts like these it's easy to find a solution like that.

Polishing Turds is My Job's picture
Polishing Turds...
16 pencils

No call to action

Quietglover's picture
Quietglover
59 pencils

First sight seemed to be not so good, but w/ the explanation it's ok. Colenso is always doing nice works.

keithstoeckeler's picture
keithstoeckeler
425 pencils

Great idea. Hope the consistency of it is just like an eraser, that would seal the deal.

angieraj's picture
angieraj
428 pencils

Simple, Moving and Clear. Beautiful campaign with a strong message.

Cognito Ergo Sum

Guest's picture
Guest

OK I get the idea and applaud the motive, but this hasn't been well executed. For a start how did an agency like Colenso let these get to production stage with an error like the erroneous 'r' in 'Alzheimers erasers memories' - that is a very basic mistake and simply should not have happened. What this does is make Alzheimers NZ look stupid or careless, not Colenso. They should all be rejected and the labelling done again.
Then there is the muddled message as evidenced by the postings so far on this page. Sorry - it could have been handled better, and should have been.

Guest's picture
Guest

That's -
l
Alzheimer's Erasers l Your memories. Save them
l

There's a break between the two. But no, it's not very clear, so that certainly could have been better executed.

nspad's picture
nspad
96 pencils

What your comment above is make YOU look stupid.

The 'erroeous' R that you speak of was intentional, because it makes the eraser look like it's an Alzheimer's brand eraser. So it not only plays off the nature of the disease, the eraser and the flash drive, but makes it look like an actual product.

It's a multilayered idea. Obviously too many layers for some to comprehend.

Johi's picture
Johi
6 pencils

- Good job, I will never forget this -

Guest's picture
Guest

What if you forget that the eraser is a memory stick :O :O DILEMMA

Guest's picture
Guest

To those commenting on the printing, my interpretation was:

Alzheimer's Erasers: Your memories, save them.

Guest's picture
Guest

amazing concept
does seem odd that it says erasers but its most likely supposed to be separated.
Alzheimer's Erasers / Your Memories. Save Them . the latter being the actual slogan

Guest's picture
Guest

This is a very powerful message on a tool that is absolutely designed for it! Congratulations!

dollypoppin's picture
dollypoppin
1423 pencils

I really, really like this concept. :)

---------
"Nihil sub sole novum"

LeroyChristian's picture
LeroyChristian
392 pencils

great idea

Guest's picture
Guest

i cant give more than 4 to this print.

coz at first sight.. i thought its an ad for USB Drive... i was like wow nice USB Drive wud love to have it.

And then i read the copy, which made me look at the print from a different view.

USB? Alzheimer's? Eraser? Memory?

So many layers in this ad. kinda confusing! There wud have been some other way to project it.

I dont know abt this ad, but i really love'd this USB :)

Guest's picture
Guest

Is right. thats a beast.

Guest's picture
Guest

cool idea

velle's picture
velle
1550 pencils

ooo so very, very good -
*jealoose

Janae's picture
Janae
385 pencils

good idea and nice realisation. i'm wondering, if the target group is able to use a computer and get more information
from the usb stick?

murrey87's picture
murrey87
34 pencils

Fantastic idea and very well executed. I would love to buy one of those :)

Shiply on Smart2020.org

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