Anything But Sorry

Pro Bono - Series


FCB Canada
t: 416-483-3600

Company: FCB Canada Chief Creative Officer: Nancy Crimi-Lamanna, Jeff Hilts Senior Copywriter: Marty Hoefkes Senior Art Director: Michael Morelli Director: Elias Campbell, Scott Drucker Art Director: Cody Sabatine, Gira Moin, Elma Karabegovic Copywriter: Joseph Vernuccio Illustrator: Sasha Ortega, Sarah Cleaver, Amanda Disanto, Sally Fung, Logan Franklin VP, Managing Director - Account: 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 Anaylst: 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 Director of Photography: Scott Drucker, Stephen Mcloughlin Casting: Jigsaw Casting, Shasta Lutz Editing Company: Rooster Post Production, Fuel Content Executive Producer : Melissa Kahn Editor: 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 Client: Laura LaChance, Ed Casagrande, Ben Tarr, Stewart Moffatt, Stewart Moffatt, Kirk Crowther, Kaitlyn Pecson, Carlee Reardon

Winning Entry:

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”.