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AdAgency SMALL’s Compelling CoorDown Campaigns

Advertising Agency SMALL, New York, USA, established by Creative Directors Luca Pannese, and Luca Lorenzini, on 1 October 2018, has in a remarkable short space of time, risen to global prominence. 

Most notably for their insightfully conceived, and widely lauded Down Syndrome communication initiatives for CoorDown, Italy’s Genova based, national coordination of associations of people with a genetic disorder that is caused when abnormal cell division results in extra genetic material from chromosome 21.

1. CoorDown, Love Needs Space 

Advertising Agency: SMALL, New York, USA

Directed by multi award-winning filmmakers Augusto Zapiola, and Martin Romanella, the Love Needs Space’ scenario centres on the right of people with Down Syndrome to have parental for an independent love life. 

On the ‘Muse by Clio’ website, SMALL’s co-founding Creative Director Luca Lorenzini  undefined his agency’s communication objective; 

“It’s difficult balancing protectiveness with being supportive and wanting their loved ones to live life to the fullest. We wanted to start a conversation and provide resources.”

The CoorDown commercial features a soundtrack of Ralph Macdonald, Bill Withers, and William Salter’s song “Just the two of us” with vocals by James Werts, and Eve Cornelious.

2. CoorDown, The Hiring Chain

Advertising Agency: SMALL, New York, USA

Directed by filmmaker Rich Lee, ‘The Hiring Chain’, with resonant vocals by Sting, and the support of LinkedIn, was launched to celebrate World Down Syndrome Day on Sunday 21 March 2021, and was honoured with a silver and two gold Skyline Tower Awards at the New York Festivals.

For families with Down Syndrome loved ones, the uplifting scenario’s compelling call to employers globally, to accept and acknowledge that people with Down Syndrome can be valuable employees, and to start their own life-changing ‘Hiring Chain’ for the benefit of all concerned, will be viewed with heartfelt gratitude.

3. CoorDown, Reasons To Celebrate

The international Down Syndrome ‘Reasons To Celebrate’ campaign, was conceived and developed by SMALL New York in partnership with FCB Mexico.

Directed by Hungarian filmmaker Rudolf Péter Kiss, the commercial features participants from from The United Kingdom, Albania, Switzerland, and Italy.

The campaign underlines the goals of the United Nations 2030 Agenda for sustainable development to promote prosperity and wellbeing for all humankind, pledging that “no one will be left behind.” Everyone must be given the chance to live a fulfilling life an equal basis with others in all aspects of society across the world.