The S Word

Copywriting - Single


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: 416-463-3600
Website: fcbtoronto.com
Winning URL: vimeo.com/282505294/9860feec3f

Company: FCB Canada Chief Creative Officer: Nancy Crimi-Lamanna, Jeff Hilts Copywriter: Marty Hoefkes Art Director: Michael Morelli 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 Sr. Strategic Planner: Eryn LeMesurier Strategist: Shelagh Hartford UX Lead: Kristy Pleckaitis Media Agency Planner: Zac Matheson Director: Elias Campbell, Scott Drucker Director of Photography: Scott Drucker, Stephen Mcloughlin Casting: Jigsaw Casting, Shasta Lutz Editing Company: Rooster Post Production Executive Producer: Melissa Kahn Editor: Chris Parkins 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, Kirk Crowther, Kaitlyn Pecson, Carlee Reardon