Cannes Lions

THE SPECIAL PROPOSAL

SAATCHI & SAATCHI, Milan / COORDOWN / 2015

Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Description

The web is full of spectacular, funny, romantic wedding proposals. And people seem to love them. To get attention, we decided to ride this wave and we filmed a proposal too. But not the usual kind. First of all the protagonists have Down Syndrome. And in the second place, the proposal wasn't about getting married, but something even more important for people affected by this syndrome: be given the possibility to live together and become independent from their parents.

In the video, we see Salvatore surprising Caterina by asking her to finally realize this dream. The video had every aspect to became viral and be shared. And this is what happened with our story. The most influential media and institutions, among which also the United Nations, shared our video.

Execution

We filmed Salvatore surprising Caterina by asking her to finally realize their dream.There are many reasons that made this proposal special. First of all, the protagonists have Down Syndrome. And in the second place, the proposal wasn’t about getting married, but something even more important for people affected by this syndrome: be given the possibility to live together and become independent from their parents

Outcome

"The Special Proposal” reached over 3 millions views without any media investment. “The Huffington Post”, “Daily Mail”, “La Repubblica”, “Mirror”, “Corriere della Sera”, “Vanity Fair” and "Vogue” and other influential media around the world shared our video. The United Nations also shared it. And, thanks to the campaign, Coordown was invited to the United Nations headquarters in New York, where, in front of representatives from all the world, they asked for support in helping People with Down Syndrome to realize their dream of of independence. Salvatore and Caterina are now living together in their new house. The movement that was born by telling their story is now giving hope to many people with Down Syndrome around the world. And to all those parents worried about what will happen once they’re no longer here.

Similar Campaigns

12 items

Shortlisted Cannes Lions
Ridiculous Excuses Not To Be Inclusive

SMALL, New york

Ridiculous Excuses Not To Be Inclusive

2023, COORDOWN

(opens in a new tab)