ABOUT

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.