Integration Day - full support for people with Down syndrome on WDSD

The creatives at Saatchi and Saatchi were commissioned by Coordown Organisation to come up with a campaign to encourage the rights, inclusion and well being of people with Down syndrome.

Coordown actively pursues the integration of people with Down syndrome in society and the workplace.

D-Day for the campaign was the 21st of March 2012, World Down Syndrome Day (WDSD). They were supported by big industry players Averna, Carrefour, CartaSi, Enel, illy, Pampers and Toyota.

And here is the golden plan: on WDSD the original commercial actors from the TV screen were replaced by Down syndrome extras, classic and dramatic learning by doing. Even live TV shows were infiltrated.

The CDs included Agostino Toscana, Alessandro Orlandi, as well as Luca Lorenzini and Luca Pannese. The magnitude of the elaborate project and wonderful collaboration of lots of people for an important cause is evident in the lengthy credits below. Cannes loved it and honoured them all with a Gold Lion Award.

Down syndrome is a chromosomal condition caused by the presence of all or part of a third copy (trisomy) of chromosome 21. Down syndrome is therefore also known as Trisomy 21.

The alternative campaigns can be found on the CoorDown website: www.coordown.it.


www.worlddownsyndromeday.org


Team
Advertiser COORDOWN ONLUS
Product WORLD DOWN SYNDROME DAY
Entrant SAATCHI & SAATCHI Milan, ITALY
Type of Entry: Use of Promo & Activation
Category: Best Use of Broadcast in a Promotional Campaign
Title: INTEGRATION DAY
Advertiser/Client: COORDOWN ONLUS
Product/Service: WORLD DOWN SYNDROME DAY
Entrant Company: SAATCHI & SAATCHI Milan, ITALY
Sales Promotion/Advertising Agency: SAATCHI & SAATCHI Milan, ITALY
Creative Credits
Name Company Position
Agostino Toscana Saatchi & Saatchi Executive Creative Director
Agostino Toscana Saatchi & Saatchi Creative Director
Alessandro Orlandi Saatchi & Saatchi Creative Director
Luca Lorenzini Saatchi & Saatchi Creative Director
Luca Pannese Saatchi & Saatchi Creative Director
Luca Lorenzini Saatchi & Saatchi Copywriter
Luca Pannese Saatchi & Saatchi Art Director
Raffaella Scarpetti Saatchi & Saatchi Head Of Tv
Rossana Coruzzi Saatchi & Saatchi Art Buyer

Antonio Gigliotti/Micaela Trani/Nico Marchesi/Riccardo Catagnano/Davide Vismara/ Saatchi & Saatchi Supporting Creative Team

Silvia De Lalla/Maria Virginia Faedo/Michele Calvo/Francesca D'anselmo/Raffaella Saatchi & Saatchi Account Managers

Akita/Made/Mercurio/Catsound/Sing Sing/Networks/Castadiva Pictures/Myavalon/Band Production Companies

Luca Maroni/Bosi E Sironi/Nadia De Paoli/Xavier Mairesse/Jose Pratt/Leone Pompuc Directors

Davide Bodini/Mecanique Generale/Matteo Cremonini/Platinum/Boudwjin Smit/Lorenzo Photographers
Balalò/Rebelicon/Matteo Tranchellini Post Production

Erica Lora Lamia/Silvana Gabelli/Sabrina Sanfratello/Ella Elliot/Alberto Greco/L Saatchi & Saatchi Producers

Silvio Coco/Dario Cataldi/ Saatchi & Saatchi Web Development

Rachele Dottori Saatchi & Saatchi Press Office