CoorDown Presents a Special Proposal

Saatchi & Saatchi Italy has once again teamed up with the CoorDown organisation to deliver a touching campaign in the lead up to World Down syndrome Day (taking place this Saturday 21 March) by honing in on one couple’s relationship and their ambitions to live together.

Marking the fourth time the parties have come together to raise awareness about the genetic disorder, the new international work focusses on the notion of autonomous living for people with Down Syndrome and particularly the independence of moving into your own house.

Led by a touching web film, the work introduces Salvatore, a 38 year old man who has finally plucked up the courage to ask girlfriend Caterina to move in with him and does it via a surprising musical proposal at her place of work.

Aided by a cappella vocal group, Neri per Caso, Salvatore enters without Caterina suspecting a thing before getting down on one knee to the sound of Norah Jones’ Come Away With Me. However, it isn’t a ring in the box he’s holding, but a key to the pair’s new home in what becomes a very #specialproposal.

Produced by Filmmaster Productions, the film is technically ambitious: the first part is filmed from a subjective point of view and more than 10 hidden cameras were needed to film the proposal without Caterina spotting the surprise.

“This document is a universal statement and tuition for people with Down Syndrome, the protection of their rights to live an independent life and to be fully integrated into society, and this needs to become a heritage not only for Italy but for all those countries that have signed and ratified that document,” confirms Sergio Silvestre, CoorDown president. “We hope that our communication projects will contribute to a greater awareness of these issues."

The campaign has been produced with the help of Down Syndrome Australia and Down Madrid, and the participation of Down Syndrome Development Trust (UK), Movimento Down (Brazil), Savings Down (New Zealand), National Down Syndrome Society (US) and Japan Down Syndrome Society.

"This is the fourth year of our collaboration with CoorDown and we are incredibly proud of how all the people involved in this initiative shared all their passion and professionalism in this project.  This is why it felt so special,” says Giuseppe Caiazza, CEO Saatchi & Saatchi Italy and France and head of automotive business S&S EMEA. “Again, CoorDown has perfectly understood that an innovative approach can make a real difference."

The Special Proposal reunites CoorDown and Saatchi & Saatchi after three successful projects that brought the agency 17 Lions at the last three Cannes Lions festivals and a Grand Prix at ADCE. In 2012 Integration Day, in 2013 #DammiPiùVoce and in 2014 Dear Future Mom have all contributed to the success so far and Special Proposal looks set to follow suit.