Titanium > Titanium and Integrated
LET US DO IT
VITRUVIO LEO BURNETT, Madrid / PRODIS FOUNDATION / 2008
Awards:
Overview
Credits
Overview
CampaignDescription
The Prodis Foundation asked us to write a 30-second ad to communicate that, with the right education, people with Down’s syndrome can be fully integrated into society.After weeks with the kids we realized they could do a lot more things than we could possibly imagine.So we decided that the best way to communicate this message was letting them do their own ad.And they did everything.
They came up with ideas and discussed them. They talked to the production company. They decided the casting, the costumes, the settings... They even asked for a celebrity!
Implementation
At every stage of the process we did a teaser ad inviting people to the website www.letusdoit.org (www.dejanoshacerlo.org) where they could find out more about the project.We did radio and print also inviting people to the website.And in the end, we aired their commercial.
Relevancy
The results were just beautiful.Overnight, the issue was all over the media.A short film documentary was created featuring this 8 months experience.“Story of a Beautiful Ad” was broadcast nationwide on prime time: Twice!And many more people learned what we learned when we met these kids.Additionally, the campaign has been awarded the 'Corbis Social Justice Award' at the Art Director's Club of New York, including a $10,000 donation for Prodis and the possibility of receiving more funds globally through the Corbis website.
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