Italy’s national organization for people with Down syndrome, CoorDown, has teamed up with Saatchi & Saatchi for the fifth consecutive year, this time enlisting the help of the agency’s New York office to create a campaign for World Down Syndrome Day on March 21.
The campaign is manifested through a simple yet powerful online film titled ‘How Do You See Me?’ that features a girl with Down syndrome named AnnaRose Rubright narrating the life she wants to have, and in this life, she’s played by actress Olivia Wilde. This metaphor is aimed to ignite a conversation around how those living with Down syndrome see themselves and how they are often times disadvantaged when people pre-judge them based on their condition. People with Down syndrome are still too often victims of discrimination, and even more than what is said about them, the way other people look at them is a common indicator of this type of prejudice.
Reed Morano directed the online short via Pulse Films.
Credits
Client CoorDown/World Down Syndrome Day Agency Saatchi & Saatchi NY Jay Benjamin, chief creative officer; Luca Pannese, Luca Lorenzini, global creative directors; Mike Pierantozzi, executive creative director/writer; Lauren McCrindle, creative director/writer; Aksana Berdnikova, art director; Federico Evangelista, strategic planning director; Shae Carroll, social media planner; John Doris, head of film production; Bruce Andreini, executive producer. Production Pulse Films Reed Morano, director/DP; Kira Carstensen, exec producer; Hillary Rogers, head of production; Erika Hampson, producer; Gilana Lobel, production supervisor; Kelly McGehee production designer; Mirren Gordon-Crozier, stylist; Serena Ryuan, hair and makeup. Editorial Cosmo Street Editorial Aaron Langley, editor; Josh Berger, assistant editor; Maura Woodward-Moulton, exec producer; Luiza Naritomi, producer. Music Future Perfect Adam Taylor, composer; Maxwell Gosling, exec producer. Postproduction Company 3 NY Sofie Borup, colorist; Claire Movshon, color producer. VFX Method Studios NY Tom McCullough, conform/VFX artist; Jennifer Hargreaves, head of production/producer. Audio Sonic Union David Papa, mixer; Pat Sullivan, producer; Justine Cortale, exec producer. Talent Olivia Wilde, AnnaRose Rubright
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
