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    The Best Work You May Never See: Director Yael Staav, FCB Canada Deliver “Care Instructions” For Canadian Down Syndrome Society

    By SHOOTUpdated:No Comments2209 Views

    Medical advances have seen the life expectancy for Canadians with Down syndrome more than double over the past 40 years. The average life expectancy has risen to over age 60 today, up from 25 years of age in 1983.

    Many people with Down syndrome are now beginning to outlive their parents, and the responsibility for caregiving is increasingly being passed on to siblings. As their primary caregivers, parents often carry the knowledge about how to care for those with Down syndrome, creating a significant information gap when siblings take over. In a 2021 survey of sibling caregivers, 20% lived with their sibling with a disability, 41% anticipated living with them in the future, and 89% said they had a supporting role in their siblings’ lives.

    As part of Canadian Down Syndrome Week (Oct. 22–28), the Canadian Down Syndrome Society (CDSS) has launched an awareness and fundraising campaign called “Care Instructions.”

    Created by FCB Canada, the campaign consists of a series of videos in which aging parents offer heartfelt words of encouragement and advice to future sibling caregivers who might be unprepared for the magnitude of the task awaiting them. The videos direct to the CDSS website for more information and to make a donation. 

    “We wanted to capture the reality that families are now facing,” said Laura LaChance, Executive Director of the Canadian Down Syndrome Society. “The reality of a longer life means more siblings may need to fill the shoes of their parents as primary caregivers, and don’t feel properly equipped with the support and resources they need. Through this campaign we are showcasing the emotions that families are dealing with to compel people to donate, so that CDSS can help address the issue.”

    As they age, people with Down syndrome are at increased risk for chronic health conditions like Alzheimer’s disease. Sibling caregivers are in urgent need of the necessary resources and information to provide a well-informed system of care for their loved one as their needs evolve. 

    The videos, including this one titled “Care Instructions–Wendy,” were directed by Yael Staav via production company Animals. (Staav is an alum of SHOOT's 2005 New Directors Showcase.)

    The videos are appearing online as well as on CDSS social channels. They are being supported by digital display, OOH, email outreach, and a direct mail component.

    “No one appreciates more what lies ahead for sibling caregivers than their parents,” said Andrew MacPhee, executive creative director of FCB Toronto. ”To help our audience fully understand the weight of their responsibilities and drive donations, we needed to hear the raw and vulnerable truth directly from the source.”

    Credits

    Client Canadian Down Syndrome Society Agency FCB Canada Nancy Crimi-Lamanna, chief creative officer; Andrew MacPhee, executive creative director; Caleb McMullen, Hussein Rumaithi, Logan Gabel, associate creative directors; Shelley Brown, chief strategy officer; Audrey Zink, sr. strategist; Sarah Michener, VP broadcast production; Alexandra Postans, sr. broadcast producer; Chad Macdonald, integrated producer. Production Company Animals Yael Staav, director; Alice Stephens, DP; Miriana DiQuinzio, exec producer; Gillian Marr, line producer. Postproduction 456 studios Elise Beauvais, exec producer post; Tyler Strahl, editor & motion graphics; Conor Fisher, colorist. Audio Production Oso Audio Kristine Lippett, producer; Daenen Bramberger, audio director/engineer.

    Media Type:Commerical: PSA
    ScreenWork Categories:Short film
    Screenwork Type:Best Work
    Video Tags:AnimalsFCB CanadaYael Staav



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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