Sunday, April 22, 2018
You are here:

The Best Work You May Never See: Canadian Down Syndrome Society's "The 'S' Word" From FCB Canada

By

Robert Goldrich
Tuesday, Nov. 7, 2017

1431 views

Log in or register now!

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).

Credits

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.

Category of ScreenWork: 
Media Type: 

560x349

<iframe width="560" height="349" src="https://www.shootonline.com/embed/73969/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://www.shootonline.com/embed/73969/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://www.shootonline.com/embed/73969/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://www.shootonline.com/embed/73969/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Saturday, Apr. 21, 2018

Framestore has promoted James Razzall to president, North America...

Saturday, Apr. 21, 2018

Facebook has taken the lion's share of scrutiny from Congress and the...

Friday, Apr. 20, 2018

Old "Scarface" friends said hello again at a 35th anniversary screening...

Friday, Apr. 20, 2018

The Mill Chicago has appointed indie firm Samuel Guthrey , the recently...

Friday, Apr. 20, 2018

Bicoastal Rocket Film has added director Nick Piper to its roster. A...

Thursday, Apr. 19, 2018

New York's "Fearless Girl" statue that has become a global symbol of...

Recent SPW Releases

Saturday, Apr. 21, 2018

The Motion Picture Sound Editors (MPSE) will explore new technologies for...

Friday, Apr. 20, 2018

Cut+Run is honored to be shortlisted for 10 AICE awards. The 2018 AICE...

Friday, Apr. 20, 2018

The annual Scripps Howard Awards stand as one of the nation’s most...

Friday, Apr. 20, 2018

As marketing decision-makers behind major brands are reinventing the...

Thursday, Apr. 19, 2018

Leading post-production companies Volt Studios and Nice Shoes have moved...

Thursday, Apr. 19, 2018

GPL Technologies, a leading technologies solutions provider to the media...

Top