The Best Work You May Never See: Canadian Down Syndrome Society's "The 'S' Word" From FCB Canada
What do you say to parents who just had a child with Down syndrome? You can say almost anything, but the only bad word you can say is the one that begins with the letter “S.”
Titled “The ‘S’ Word,” this video is at the center of the Canadian Down Syndrome Society’s “Anything But Sorry” campaign created and produced by FCB Canada. The video features people with Down syndrome sharing alternate things to say to these new parents--using every inappropriate phrase they know except “sorry.” The point is that the most inappropriate thing to say to parents of a child born with Down syndrome is “sorry” and that the birth of every child should be celebrated.
The current campaign is the follow-up to last year’s “Down Syndrome Answers” which was Canada’s most-awarded campaign in Cannes (2017) with 10 Lions and made FCB Canada the most-awarded Canadian agency in Cannes (2017).
Client Canadian Down Syndrome Society Agency FCB Canada Nanci Crimi-Lamanna, Jeff Hilts, chief creative officers; Marty Hoefkes, sr. copywriter; Michael Morelli, sr. art director; Cody Sabatine, Gira Moin, art directors; Joseph Vernuccio, copywriter. Production FCB Canada Elias Campbell, director; Stephen Mcloughlin, DP. Editorial Rooster Post Production Chris Parkins, editor; Joey Whitelaw, assistant editor; Melissa Kahn, exec producer. Casting Jigsaw Casting Shasta Lutz Telecine The Vanity Andrew Exworth, colorist. Online Fort York Ernie Mordak, Flame artist; Melissa Vasiliev, assistant Flame artist; Armen Bunag, producer. Music Grayson Matthews Mark Domitric, music producer; Igor Correia, music supervisor; Brian Bernard, sound engineer; Ben Swarbrick, Laura Titchner, sound designers; Sharon Yokoyama, producer; Nicholas Shaw, project coordinator.
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