SOUNDS OF MEMORY

[ Type ]
CAMPAIGN
[ Year ]
2026
[ Agency ]
FCB LISBOA
[ Role ]
CONCEPT & ART DIRECTION
[ Awards ]
M&P | 1 BRONZE
LUSÓFONOS DA CRIATIVIDADE | 3 SILVER
[ Description ]
Alzheimer’s is a silent disease that erases memories and disconnects people from their own life stories, affecting over 60,000 people in Portugal. However, music has a unique ability to reactivate brain regions linked to emotions and memories, making it a powerful tool in slowing the progression of the disease.
Sons da Memória is born from this insight: a project that transforms the life of a person with Alzheimer’s into an original fado, created from their experiences, stories, and emotions. This song becomes an emotional anchor, helping preserve and rekindle memories. The project culminates in a special night at a traditional Fado house, where the story is performed live, creating a deeply moving experience that raises awareness and brings visibility to a disease that is, ironically, often forgotten.