Anything But Sorry

Public Service/Charity - Series


When a baby with Down syndrome is born, the first word parents hear is, “Sorry”. A hurtful comment that implies their baby should be pitied, not celebrated. Canadian Down Syndrome Society had a mission: stop people from saying, “Sorry” and make sure no new parent hears that word again. This social campaign featured people with Down syndrome offering any inappropriate suggestion to welcome a baby with Down syndrome – except the real inappropriate language, “Sorry”.

Voice: 416-483-3600
Website: fcbtoronto.ca
Winning URL: vimeo.com/273703570/078ffe5567

Company: FCB Canada Chief Creative Officers: Nancy Crimi-Lamanna, Jeff Hilts Senior Copywriter: Marty Hoefkes Senior Art Director: Michael Morelli Directors: Elias Campbell, Scott Drucker Art Directors: Cody Sabatine, Gira Moin, Elma Karabegovic Copywriter: Joseph Vernuccio Illustrators: Sasha Ortega, Sarah Cleaver, Amanda Disanto, Sally Fung, Logan Franklin VP, Managing Director - Accounts: Tracy Little, Ricky Jacobs Account Director: Ravi Singh Account Executive: Olivia Selbie Director of Integrated Production: Stef Fabich Broadcast Producer: Christine Michalejko Chief Strategy Officer: Shelley Brown Senior Strategic Planner: Eryn LeMesurier Planner: Shelagh Hartford UX Lead: Kristy Pleckaitis Media Agency Planner: Zac Matheson Project Manager: Ashely Whitaker Technical Director: Madara Ranawake Front End Developer: Florian Adu-Gyamfi QA Manager: Lina Vaisman Jr. QA Anaylsts: Peter Panchine, Labdhi Deliwala Print Producer: Bruce Ellis Studio Manager - Print: Shairoz Manek Sr Production Mac Artist: Billy Mavrakakis Production Mac Artist: Rittie Prak Proofreader: Albert Macchiusi Directors of Photography: Scott Drucker, Stephen Mcloughlin Casting: Jigsaw Casting, Shasta Lutz Editing Companies: Rooster Post Production, Fuel Content Executive Producer : Melissa Kahn Editors: Chris Parkins, Scott Drucker, Joele Walinga Assistant Editor: Joey Whitelaw Transfer Facility: The Vanity Colourist: Andrew Exworth Online Facility: Fort York Flame Artist: Ernie Mordak Assistant Flame Artist: Melissa Vasiliev Producer: Armen Bunag Music/Sound: Grayson Matthews Public Relations: Glossy Inc, Shannon Stephaniuk Clients: Canadian Down Syndrome Society, Laura LaChance, Ed Casagrande, Ben Tarr, Stewart Moffatt, Kirk Crowther, Kaitlyn Pecson, Carlee Reardon