Illustrator
| Title | Anything But Sorry |
| Brief | This year 9,363 babies were born with Down syndrome, but none of these births were celebrated.Because when a baby with Down syndrome is born, the first words parents hear are “I’m sorry”. A hurtful comment that implies babies with Down syndrome should be pitied instead of celebrated as any newborn should be.The Canadian Down Syndrome Society (CDSS) had a mission: to stop people from saying “Sorry” when reacting to the birth of a baby with Down syndrome so parents never hear the word again.We knew the public didn’t realize that hurtful language can be hiding in the most well-meaning word. So to provoke this realization, we made “sorry” a bad word - showing that any off-colour, profanity-laden reaction is better than “Sorry.”Anything But Sorry is an integrated digital campaign, launched with a social video, “The S-Word”, featuring people with Down syndrome who offer humorously inappropriate suggestions to welcome a baby with Down syndrome. The video debunks stereotypes of people with Down syndrome as struggling, unintelligent, and a “burden” just by showing them as the happy, confident, intelligent people they are, living lives that should be celebrated, not pitied.To increase our reach, we worked with the Down syndrome community to share the video broadly. And at the same time, we launched docu-stories of Down syndrome families affected by the word “Sorry”.We even targeted the top-30 YouTube videos containing the word sorry with the first-ever language warnings. Our ‘S Warnings’ featured our Down syndrome talent warning viewers of the ‘inappropriate’ language they were about to hear.Everything drove to a microsite where people shared more colourful welcomes that were “Anything But Sorry”. Every share welcomed one of the 9,363 Down syndrome babies born in North America this year. |
| Agency | FCB Canada |
| Campaign | Anything But Sorry |
| Advertiser | Canadian Down Syndrome Society |
| Brand | Canadian Down Syndrome Society |
| Posted | October 2018 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Web Film |
| Length | |
| Editing Company | Rooster Post Production |
| Chief Creative Officer | N...y Cri.......nna Subscribers Only |
| Chief Creative Officer | J..f H...s Subscribers Only |
| Copywriter / Art Director | M...y H....es Subscribers Only |
| Art Director | M....el M....li Subscribers Only |
| Art Director | C..y Sa....ne Subscribers Only |
| Art Director | G..a M..n Subscribers Only |
| Chief Executive Officer (CEO) | T...r Tu....ll Subscribers Only |
| Managing Director | R...y J...bs Subscribers Only |
| Managing Director | T...y L...le Subscribers Only |
| Group Account Director | R..i S...h Subscribers Only |
| Account Executive | O...ia S...ie Subscribers Only |
| Chief Strategy Officer | S....ey B...n Subscribers Only |
| Strategic Planner | E..n Le.....ier Subscribers Only |
| Art Director | E..a Ka......vic Subscribers Only |
| Copywriter | J...ph Ve.....io Subscribers Only |
| Illustrator | S...a O...ga Subscribers Only |
| Illustrator | S...h C....er Subscribers Only |
| Illustrator | A...da D....to Subscribers Only |
| Illustrator | S...y F..g Subscribers Only |
| Illustrator | L...n Fr....in Subscribers Only |
| Account Director | R..i S...h Subscribers Only |
| Broadcast Producer | Ch.....ne Mi.....jko Subscribers Only |
| Strategist | S....gh Ha....rd Subscribers Only |
| Project Manager | A...ey Wh....er Subscribers Only |
| Print Producer | B...e E...s Subscribers Only |
| Studio Manager | S....oz M...k Subscribers Only |
| Production | B...y Ma.....kis Subscribers Only |
| Production | R...ie P..k Subscribers Only |
| Director | E...s Ca....ll Subscribers Only |
| Director | S...t D....er Subscribers Only |
| Director of Photography (DOP) | S...t D....er Subscribers Only |
| Director of Photography (DOP) | S....en Mc.....lin Subscribers Only |
| Casting | S...ta L..z Subscribers Only |
| Executive Producer | M....sa K..n Subscribers Only |
| Editor | C...s P....ns Subscribers Only |
| Editing Company | R...R Subscribers Only |
| Editor | S...t D....er Subscribers Only |
| Editor | J...e W....ga Subscribers Only |
| Colorist | A...ew E....th Subscribers Only |
| Flame Artist | E...e M...ak Subscribers Only |