The Cien Foundation sought to raise awareness of its Vallecas Project, an initiative dedicated to alzheimer's research. To this end, they asked Duomo to develop a central-thread idea that underscored the vital need for research, while at the same time attracted volunteers and funds to advance Proyecto Vallecas.
The CIEN Foundation is a state-level and public-sector organism that depends on the Spanish Ministry of Economy and Competitiveness through the Carlos III Health Institute. Since 2006 the Fundación has formed part of the Unidad de Investigación del Proyecto Alzheimer (the Alzheimer Project Research Unit). This same year, CIEN began promoting its research efforts by managing and coordinating Centro de Investigación Biomédica en Red de Enfermedades Neurodegenerativas or CIBERNED (Biomedical Research Center for Neurodegenerative diseases).
Ideation of the “Árbol de los recuerdos" (The Memory Tree) to draw the attention of the media and society as a whole. The campaign was highly successful and received ample attention in the press. The sponsoring entity, Obra Social Caja Madrid, produced a video on the project.