European Brain Research Institute presents Agnosis Collection on World Alzheimer’s Day

What does it feel like when objects no longer make sense? European Brain Research Institute presents Agnosis Collection on World Alzheimer’s Day

SuperHumans and Fondazione EBRI Rita Levi-Montalcini join their forces by introducing the Agnosis Collection on the World Alzheimer’s Day.

“If you can’t remember where you put your keys, don’t just think it’s Alzheimer’s. It’s when you can’t remember what the keys are for that you should start to worry” said Rita Levi- Montalcini.

Agnosia, one of the most terrible symptoms of Alzheimer’s, is a condition that causes the inability to recognize even the most common objects. On the occasion of the Alzheimer’s Day, we created the Agnosis Collection – three objects, whose shapes and names, are only apparently recognizable but are really completely meaningless – to explain to those who are not familiar with the disease what it feels like when objects no longer have meaning.

A few days before the World Alzheimer’s Day, we revealed our mysterious objects, raising curiosity among users from different social media platforms.

On September 21st, Gidello, Luvetto and Bralino appeared on the shelves of the Esselunga supermarkets, along with a hard-selling communication that invited people to buy them and to take advantage of an offer that they couldn’t refuse.

After the first moment of puzzlement, customers discovered the real nature of the objects and learned that they could donate for research.

The objects from the Agnosis Collection were sent to several influencers for a unique unboxing to start an online conversation and spread the word.

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European Brain Research Institute, EBRI, World Alzheimer’s Day, Technology, Innovation, Science, Rita Levi-Montalcini