Sorry Warnings

Com a proximidade do Dia Mundial da Síndrome de Down, a ser celebrado nesta quarta-feira (21), a entidade Canadian Down Syndrome Society apresenta campanha, criada pela FCB Canadá, que alerta as pessoas a nunca dizerem "sinto muito" quando um bebê nasce com Down.

Os protagonistas da comunicação, todos com Down, apontam que há muitas oportunidades para se pedir desculpas, como quando se esquece do aniversário de alguém ou quando se chega atrasado a uma ocasião importante, por exemplo. "Guarde o sinto muito", defendem eles, "para os momentos em que você realmente estraga tudo."

Os filmes (assista abaixo) adotam o conceito "S Warning", imitando os avisos de conteúdo impróprio e alertando o público sobre a “S-word” (em referência à palavra "sorry") nos vídeos.

Além do comercial principal, outros vídeos pre-roll serão exibidos antes de alguns conteúdos no YouTube, incluindo um clipe da música "Sorry", de Justin Bieber; de "Sorry Not Sorry", de Demi Lovato, e em vários trailers de filmes.

Ficha Técnica:

Campaign Title: Anything But Sorry: S-Warnings
Client: Canadian Down Syndrome Society

Canadian Down Syndrome Society

Chair, Board of Directors: Laura LaChance
Vice-Chair, Board of Directors: Ed Casagrande
Member, Board of Directors: Ben Tarr
National Executive Director: Kirk Crowther
Communications Manager: Heather Turnbull
Resource Coordinator: Carlee Reardon

Creative Agency: FCB Canada

Creative
Chief Creative Officer: Nancy Crimi-Lamanna, Jeff Hilts
Group Creative Director: Andrew MacPhee
Sr. Copywriter: Marty Hoefkes
Sr. Art Director: Michael Morelli
Art Director: Alisa Sera Garcia
Copywriter: Jon Frier, Morgan Wroot

Account Management
Chief Executive Officer: Tyler Turnbull
VP, Managing Director: Tracy Little, Ricky Jacobs
Group Account Director: Ravi Singh
Account Supervisor: Olivia Selbie
Director of Integrated Production: Stef Fabich
Broadcast Producer: Lorrie Zwer
Chief Strategy Officer: Shelley Brown
Planning Director: Eryn LeMesurier
Strategist: Shelagh Hartford

Project Management
Project Manager: Ashley Whitaker
Project Manager: Elizabeth Lane

Technology & Development
Director of Technology: Madara Ranawake
Front End Developer: Florian Adu-Gyamfi
Jr. QA Analyst: Peter Panchine
Sr. Manager of Analytics: Andrew Yang

Production Credits
Director & DOP: Scott Drucker
Camera: Chet Tilokani
Line Producer: Bill Hussey
Sound: Stewart McLean
Hair and Make Up: Carla McKeever
Editing House: Rooster Post Production
Executive Producer: Yumi Suyama
Editor: Chris Parkins
Assistant Editor: Joey Whitelaw

Transfer Facility: The Vanity

Colorist: Andrew Exworth

Online Facility: Fort York

Flame Artist: Andrew Rolfe
Assistant Flame Artist: Kevin Asis
Producer: Armen Bunag

Music House: Grayson Matthews / Vapor RMW

PR: Shannon Stephaniuk, Glossy

Media
Communications Design Manager, Initiative: Kaitlin Sylvester
President, Initiative: Helen Galanis
VP of Investment, IPG Mediabrands: Bailey Wilson
VP Client Business Partner, UM: Robert Perri

Media Partners
Corus Entertainment
Spotify Canada
Bell Media