“Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without.” CoorDown was given a lovemark this week.
#DearFutureMom is Saatchi & Saatchi’s third annual campaign for CoorDown for World Down Syndrome Day, on March 21st. When your past campaigns have been as successful as S&S’s, the pressure is on – hard. The two previous campaigns have collected 11 Lions at Cannes and a Grand Prix at ADCE: the first one in 2012 Integration Day and the second one in 2013, #DammiPiùVoce.
This year’s theme is the right to happiness and well-being of people with Down Syndrome. The goal is to promote a culture of diversity and true integration into society, especially in school and work.
This year’s campaign was inspired by an email that a pregnant mother, expecting a child with Down syndrome, recently sent to CoorDown. The association receives many emails but her question, “What kind of life will my child have?” touched the hearts of even the people who work with Down syndrome issues every day.
So Saatchi & Saatchi filmed 15 people with Down Syndrome from all over Europe. And that became the foundation of the 2014 campaign.
The stories show Future Mom that her son’s life will be happy, just like theirs – that he will be able to learn how to write, he’ll be able to travel, he can earn a salary and take her out to dinner, and when he is older he will be able to live alone. “Sometimes it will be very difficult, almost impossible, but isn’t that the case for all Mothers?” the film proposes.
This year, CoorDown Onlus – coordinator of the National Association of people with Down Syndrome – is the leader of an international project which includes ten associations from nine different countries: Italy, France, Spain, Croatia, Germany, England, Russia, United States and New Zealand.
Creative credits:
Agency: Saatchi & Saatchi Italy
Executive creative director: Agostino Toscana
Creative directors: Luca Lorenzini, Luca Pannese
Art director: Luca Pannese
Copywriter: Luca Lorenzini
Director: Luca Lucini
Production Company: The Family Film
Agency Producer: Sabrina Sanfratello
Head of TV: Raffaella Scarpetti
Original music: Alessandro Cristofori & Diego Perugini for Stabbiolo Music
Post production: XChanges Vfx
Coloor Grading: Band
Audio post production: Top Digital / Cat Sound International
V/O: Pasquale Anselmo
