2022 Winner

With “Mindsets,” the Canadian Down Syndrome Society (CDSS) set out to prove the importance of fitness for people within the Down syndrome community – who are typically not encouraged to exercise to improve cognitive health – in order for it be widely encouraged by doctors, parents and society at large. A social video by FCB highlighted the barriers people with Down syndrome experience when it comes to fitness, and encouraged volunteers to participate in its global research study. More than 50 influencers in the community were asked to share the campaign and 200 people were recruited for the study, which was conducted in partnership with Anglia Ruskin University and BrainHQ, to prove the link between fitness and cognition for the community. With a small media budget of only $5,000, the campaign achieved 180 million media impressions and 1.6 million video views across its social channels.

Credits

Client: Canadian Down Syndrome Society
Chair: Ed Casagrande
Interim Executive Director: Laura LaChance
Marketing & Communications Manager: Kristen Halpen
Board Member: Ben Tarr
Partners:
Research Chair, Associate Professor: Dan Gordan
Research Assistant: Vivian Merzbach
Posit science/BrainHQ:
Co-Founder: Jeff Zimman
CEO: Dr. Henry Mahncke
Mouna Attarha
Creative Agency: FCB Canada
Chief Creative Officers: Nancy Crimi-Lamanna, Jeff Hilts
Executive Creative Director: Andrew MacPhee
Associate Creative Director: Michael Morelli
Associate Creative Director: Marty Hoefkes
Copywriter: Jon Dawe
Art Director: Jerry Yang
Chief Strategy Officer: Shelley Brown
Director of Strategy: Eryn LeMesurier
Strategy Coordinator: Audrey Zink
VP, Managing Director: Tim Welsh
Group Account Director: Blake Connolly
Account Supervisor: Ilaria Ragno
Agency Producer: Adriana Laborde
Project Manager: Cori Pettit
Production Artist: Douglas Hayter
Senior Production Artist: Jesse Reid-Smith
Proofreader: Jayne Heaton
Production Artist: Dominic Pimpare
PR: Glossy
Shannon Stephaniuk
Production Company: Fuelcontent
Director: Scott Drucker
Director of Photography: Scott Drucker
Camera Operator: Scott Drucker & Chet Tilokani
Photographer: Chet Tilokani
Editing House: Radar
Editor: Jon Garofalo
Audio House: Grayson Matthews
Audio Producer: Kelly McCluskey
Director: Mark Domitric
Engineer: Brian Bernard
Music Supervisor: Rich Hamilton
App design: Bliss Interactive
Thomas Colliers
Head of Project Management: Joni Allert