| Cannes Lions, 2014 | ||
|---|---|---|
| CYBER LIONS | Online Video: Social Video | SILVER |
| DIRECT LIONS | Direct Marketing: Digital & Social: Response/Real-Time Activity | GOLD |
| DIRECT LIONS | Product & Service: Public Health & Safety, Public Awareness Messages | GOLD |
| PROMO & ACTIVATION LIONS | Product & Service: Public Health & Safety, Public Awareness Messages | SILVER |
| DIRECT LIONS | Strategy: Best Low Budget Campaign | SILVER |
| London International Awards 2014 | ||
| Non-Traditional | Public Service/Social Welfare | Bronze Winners |
Type of entry: Online Video
Category: Social Video
Advertiser: COORDOWN ONLUS
Product/Service: WORLD DOWN SYNDROME DAY
Agency: SAATCHI & SAATCHI Milan, ITALY
Client: COORDOWN ONLUS
Product: WORLD DOWN SYNDROME DAY
Entrant: SAATCHI & SAATCHI Milan, ITALY
Type of Entry: Online Video
Category: Social Video
Entrant Company : SAATCHI & SAATCHI Milan, ITALY
Advertising Agency : SAATCHI & SAATCHI Milan, ITALY
Production Company : THE FAMILY Milan, ITALY
Executive Creative Director: Agostino Toscana (Saatchi & Saatchi)
Creative Director: Luca Lorenzini (Saatchi & Saatchi)
Creative Director: Luca Pannese (Saatchi & Saatchi)
Copywriter: Luca Lorenzini (Saatchi & Saatchi)
Art Director: Luca Pannese (Saatchi & Saatchi)
Director: Luca Lucini ()
Agency Producer: Sabrina Sanfratello (Saatchi & Saatchi)
Head Of Tv: Raffaella Scarpetti (Saatchi & Saatchi)
Original Music: Diego Perugini (Stabbiolo Records)
Original Music: Alessandro Cristofori (Stabbiolo Records)
Post Production: Xchanges Vfx ()
Color Grading: Band ()
Audio Post Production: Top Digital ()
Audio Post Production: Cat Sound International ()
Pr: Federico De Cesare Viola (Coordown Onlus)
Pr: Rachele Dottori (Saatchi & Saatchi)
Account Director: Simona Boracchia (Saatchi & Saatchi)
Digital Pr: Ambito5 ()
Digital Pr: Saatchi/Saatchi Synergize ()
Media Planning: Zenith Optimedia ()
Creative Execution:
The Youtube video response features a group of 15 young adults and children from across Europe, all of whom have Down syndrome. In their native languages, they talk about all the joys and life experiences that people with Down syndrome can have: "Dear future mom, don’t be afraid... your child will be able to go to school... he'll be able to learn to write... he'll be able to work. Sometimes it will be difficult... almost impossible... but isn’t it like that for all mothers?” The video ends with a message of hope for the mother: “Your child can be happy. And you’ll be happy too.”
The campaign attracted extensive global media coverage and, on the week of World Down Syndrome day, it was the world’s most shared campaign. Even YouTube and the Italian Prime Minister, Matteo Renzi, shared the video. We like to think that, in the future, wherever there is a scared mother who needs help, this video will be there to reassure her. Just like it reassured the mother who inspired the campaign. Here is what she wrote back to CoorDown, after seeing the video: "I don’t know how to thank you. But I do know I'm looking forward to meeting my son."
Coordown is the Italian organization that champions the rights of people with Down syndrome. On the 9th of February 2014, the organization received an email from a future mom: “I’m expecting a baby with Down syndrome. I’m scared: what kind of life will my child have?”
On World Down Syndrome Day, Coordown replied with a YouTube video. In the video, young adults with Down Syndrome respond to the mom’s fears, explaining all the ways her child will enjoy a full and fulfilling life.
Nobody better than people with Down syndrome could reassure the mom about how promising and joyful the life of her child could be, in spite of the condition.