CoorDown - "Assume That I can" by ANDY Awards 2024
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CoorDown - "Assume That I can"
This ad is part of the ACT Responsible Collection
- Brand: CoorDown
- Country: United States
- Advertiser: CoorDown
| Title | Assume That I can |
| Agency | Small |
| Campaign | Assume That I can |
| Advertiser | CoorDown |
| Brand | CoorDown |
| Date of First Broadcast/Publication | 2024 / 3 |
| Business Sector | Charities, Foundations, Volunteers |
| Story | Our negative assumptions about people with Down syndrome can lead us to treat them in such a way that these assumptions become reality. In sociology, this is called a ‘self-fulfilling prophecy’. Why not reverse our perspectives? If we have positive assumptions about people with Down syndrome, we'll give them more opportunities in their schools, workplaces, relationships and activities. And maybe these positive assumptions will become reality. |
| Media Type | Web Film |
| Length | |
| AI Description | The ad features a powerful narrative challenging assumptions about individuals with Down syndrome. It opens with a young woman confronting stereotypes in various scenarios: a bartender assumes she can't enjoy a margarita, parents assume she can't live independently, a coach thinks she’s unable to hit harder, and a teacher believes she can't grasp Shakespeare. As these assumptions are verbalized, we see the consequences: she is not served the drink, not trained, and not taught. The mood shifts dynamically, urging viewers to assume positively, leading to empowering scenes where she is shown fulfilling these goals – sipping the margarita, living on her own, boxing intensely, and quoting Shakespeare. The visuals are vibrant, with various settings like a dimly lit bar and a lively classroom, and the tone is both motivational and thought-provoking. The ad concludes with the resonant message: “Assume that I can – so maybe I will,” encapsulating a call for positive perspectives and opportunities. |
| Executive Creative Director | Luca Pannese |
| Executive Creative Director | Luca Lorenzini |
| Creative Director | Paolo Montanari |
| Managing Director | Alberto Scorticati |
| Account Manager | Chiara Guadagnini |
| Director | Rich Lee |
| DP | Christopher Probst |
| Executive Producer | Karim Bartoletti |
| Senior Producer | Silvia Bergamaschi |
| Assistant Producer | Luca Bettinetti |
| Editor | Luca Angeleri |
| Production Company | Indiana Production Company |
| Assistant Director | Andrew Coffing |