DCC
HI,
I’M DIANA CASADIEGO A CREATIVE DIRECTOR (AD) THAT LOVE ADVERTISING, DESIGN & PHOTOGRAPHY.

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The (UN)Forgettable LegendAtlético de Madrid - 2024
Atlético de Madrid  Football Club + AFEAM2024

Who was Marino Uriel? 
That was the question that puzzled fans when Atlético de Madrid announced a tribute in his honor. There was plenty of content to make Marino seem real yet no one could remember him. And that was precisely the idea. 
On World Alzheimer’s Day, we wanted fans to experience, first-hand, a small glimpse of what it's like to live with the disease. We did it by leveraging something they would never forget: a legend of their club. At the tribute event, we revealed that Marino was a fictional character created by the club to help people empathize with those affected by Alzheimer’s.

Havas Creative Spain

Creative Team: Jesus Lada, Nacho Soria, Diana Casadiego, Federico Botella, Daniel Albaladejo, Javier Pulpón.
Account Director: Rosa Galera
Chief Marketing Officer: Valerio Gori
Global Head of Digital: Lorenzo SerafiniAWARDS

CANNES LIONS
SHORTLIST - DIRECT

D&AD
GRAPHITE PENCIL - Experiential: Activation & Participation / B2C Activations / 2025
WOOD PENCIL - Health & Wellbeing / Experiential

CLIO AWARDS
GOLD - Public relations
SHORTLIST - Experience/Activation

EL SOL
BRONZE - Health & Wellbeing
BRONZE - Public relations
BRONZE - Brand experience / Activation

CdeC
BRONZE - Ideas

Diana Casadiego (+34) 689 361 622Madrid, Spain > 2025
/ All rights reserved

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