Coordown Onlus Film, Digital, Case study Not Special Needs, 2 by Publicis New York

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Not Special Needs, 2

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Industry Charities, Foundations, Volunteers
Media Film, Digital, Interactive & Mobile, Case study
Market United States
Agency Publicis New York
Chief Creative Officer Andy Bird
Executive Creative Director Luca Pannese, Luca Lorenzini
Art Director Jen Wang
Copywriter David Gordon Green
Production Hungry Man
Director Wayne Mcclammy
Released March 2017


LIA Awards 2017
Health & Wellness Education And Services Bronze Winner

Credits & Description

Entrant: Publicis, New York
Brand: Coordown
Corporate Name of Client: CoorDown
Agency: Publicis, New York
Chief Creative Officer: Andy Bird
Executive Creative Directors: Luca Lorenzini/Luca Pannese
Copywriter: David Green
Art Director: Jen Wang
Agency Producer: Chris Muldoon
Creative Technologist: Dara Mao
Production Company: Hungry Man, Los Angeles
Director: Wayne McClammy
Executive Producer: Kevin Byrne
VFX Company: Shed, Santa Monica
VFX Supervisors: Paul O'Shea/Miles Essmiller/Phil Man
Animation Company: Legacy Effects (Puppet & Puppeteering), San Fernando
Editing Facility: Rock Paper Scissors, New York
Editors: Christjan Jordan/Pieter Viljoen
Designer: Craig Tilford
Music Production Company: Beacon Street Studios, Venice
Music Producers: Leslie DiLullo/Kate Vadnais
Music Arrangers: Rommel Molina/Vivi Rojas
Music Composers: Andrew Feltenstein/John Nau
Published: March 2017
"Not Special Needs" was a direct request to the public to change their language as a first step to changing their attitudes about people with Down Syndrome. Ten days before World Down Syndrome Day, we released a star-studded film with a potent message. The film pointed out absurd examples of what "special needs" would actually be. It received over 600K shares and 30M views in just the first ten days. A website ( contained supportive essays that proposed a more honest approach: call the disability what it is. Instagram posts encouraged people to post their actual needs, with the hashtag, #notspecialneeds.