Cannes Lions
VITRUVIO LEO BURNETT, Madrid / PRODIS DOWN'S SYNDROME FOUNDATION / 2008
Overview
Entries
Credits
Execution
We created a standard press release in which we told the advertising industry that we had new creatives working for us and we invited them to take a look at their latest work.The journalists would then see that all of our 'new creatives' were kids with Down's syndrome.
Outcome
The response was beautiful. Every single publication covered this unique initiative. But most significantly, all of them called the agency to say how moved they were by this campaign.
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