Track Records: Spotify x Alzheimer’s Foundation of America

This was an exploratory creative project that was not activated by either brand.

The Insight: Music makes people remember.

The Partnership: Spotify partners with Alzheimer’s Foundation of America to build Alzheimer’s awareness and educate on the power of music in activating memories in Alzheimer’s patients.

The Experiment: Leila Weiss, née Kaufman. Born December 11, 1932 in Chicago, IL. 

Leila and Ken Weiss were married in July 1953. Their first dance was one of their all-time favorites - Frank Sinatra's "I've Got A Crush On You." We showed Leila photos from that hot summer day while playing her that once familiar tune. What happened next? She remembered. She remembered it was the 3rd of July, it was 1953. It was very hot. And the AC was broken. Papa loved that song. 

The Activation: Track Records

Using the Spotify streaming service platform, we worked directly with loved ones of Alzheimer’s patients to curate personalized Track Records. Each song on these playlists correlated with a special memory and had album art to match.