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
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
