Anything But Sorry

Pro Bono - Series

2018

FCB Canada
t: 416-483-3600
w: fcbtoronto.com

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”.

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: vimeo.com/273703570/078ffe5567