KILLERS, Sao Paulo / BRF / 2018
With a cinematic storyline, the production tells the story of a girl with down syndrome practicing for the great upcoming Christmas race at school. All along, without her noticing, she receives help from her neighbor, who has only his dog as a companion. With a captivating ending, the tale is a story full of solidarity and that promises to warm hearts from beginning to end.
The importance of helping others is one of the values that Brazilians seek to renovate every Christmas. The peak moment of the holiday is the Christmas dinner, a great meal that takes place right at the first hours of December 25th, which gathers together the whole family (even the ones who live in other cities and countries). The products by Sadia, one of Latin America’s largest food brands, have been protagonists on this table for more than 70 years.
The casting of this commercial deals with inclusion. However, the goal here is not to focus on difference, but just the opposite: honor marginalized people as equal to the rest of the society. For instance, the protagonist, a girl with Down syndrome, plays the role of a girl full of dreams, determination and capacity. A girl like any other of her age. A girl as she wants to be seen.
Within this perspective, the biggest challenge was to find a girl with Down syndrome who had a similar performance to a girl without this condition, since, during our research, we noticed that most of them do not practice physical activities focusing on high performance. Finally, we found a protagonist who actually competes and has real chances of beating other girls in real life.
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Use of Licensed / Adapted Music
BAHAY TULUYAN, TBWA\SANTIAGO MANGADA PUNO
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