Breaking Barriers: How Coordown’s ‘Assume That I Can’ Campaign Redefines Inclusion
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In a world where stereotypes often overshadow potential, Coordown’s Assume That I Can campaign is a powerful reminder of what happens when we challenge preconceived notions. Recognized with a Commendation at the 2024 Immortal Awards, this groundbreaking film is not just a triumph for Italian production houses Indiana production adn Laconic but a global call to action for inclusivity and empowerment.
A Bold Vision for World Down Syndrome Day 2024
Launched on World Down Syndrome Day 2024, Assume That I Can is a poignant narrative that flips the script on societal expectations.The campaign, created by New York-based agency SMALL, follows a young woman with Down syndrome as she defies the low expectations others have of her. From sipping a cocktail to studying Shakespeare, the film challenges viewers to reconsider their assumptions about what people with Down syndrome can achieve.
The twist? Halfway through,the protagonist confronts the audience,urging them to reflect on the power of a self-fulfilling prophecy. It’s a moment that lingers, forcing us to question our biases and embrace the potential of every individual.
The Creative Powerhouse Behind the Campaign
Produced by indiana Productions and directed by Rich Lee, the film is a masterclass in storytelling. The collaboration between creatives and post-production teams was instrumental in bringing this vision to life. As Alice Bellini, post producer and talent manager at Laconic, aptly put it:
“This win highlights the impact of thoughtful collaboration among creatives and post-production operators, motivating us to continue crafting great fits among freelance artists and clients. luca Angeleri and Danilo Vittori, respectively editor and colourist, have done a fantastic job in grounding the idea of creatives and director.”
The campaign’s success is a testament to the synergy between creative vision and technical expertise. It’s a reminder that post-production isn’t just about polishing a project—it’s about elevating ideas to their fullest potential.
A Legacy of Excellence
This isn’t the first time Coordown has made waves in the advertising world. Their 2021 campaign, The Hiring Chain, won accolades at the Cannes Festival, D&AD Awards, and New York Festivals for its focus on workplace inclusion [3]. Similarly, their 2023 project, How Do You See Me, earned the prestigious Ad of the Year award at the ADCOLOR Awards [2].
Coordown’s consistent ability to craft campaigns that resonate globally underscores their commitment to advocacy and storytelling.
Why This Matters
The Assume That I Can campaign is more than just an award-winning film—it’s a movement. By challenging stereotypes and celebrating the potential of individuals with Down syndrome, Coordown is paving the way for a more inclusive society.As Bellini noted:
“At Laconic, we like to ‘assume’ that post-production can indeed make the difference, elevating ideas to their fullest potential and helping them resonate on a global scale.”
This sentiment rings true not just for the campaign but for the broader conversation about inclusion. When we assume capability, we create opportunities for growth, empowerment, and change.
Key takeaways
| Campaign | Awards | Impact |
|————————–|—————————————————————————-|—————————————————————————-|
| Assume That I Can | Commendation at the 2024 Immortal Awards | Challenges stereotypes, promotes inclusion |
| The Hiring Chain | cannes Festival, D&AD Awards, New York Festivals | Focuses on workplace inclusion for people with Down syndrome |
| How do You See Me | Ad of the Year at the ADCOLOR Awards | Highlights the importance of self-perception and societal attitudes |
A call to Action
Coordown’s work is a reminder that storytelling has the power to change minds and hearts. As we celebrate their achievements, let’s also reflect on how we can contribute to a more inclusive world.
what assumptions have you challenged lately? How can we, as individuals and communities, create spaces where everyone can thrive? Share your thoughts and join the conversation.
For more inspiring campaigns, explore Coordown’s portfolio and see how creativity can drive meaningful change.
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This blog post is inspired by the groundbreaking work of Coordown and their partners. Let’s continue to celebrate and support initiatives that redefine what’s possible.
Coordown’s “Assume That I Can”: A Conversation About Representation and Inclusion
Coordown’s powerful “Assume That I Can” campaign has sparked importent conversations about representation and inclusion, especially for individuals with Down syndrome. To understand the campaign’s impact, we spoke with Dr. Emily Carter, a renowned sociologist specializing in disability studies and media representation.
Challenging Stereotypes Through Storytelling
world Today News Senior Editor: Dr. Carter, Coordown’s “assume That I Can” campaign has garnered significant attention, particularly its success at the Immortal Awards. What makes this campaign so impactful?
Dr. Emily carter:
This campaign is remarkable because it directly challenges pervasive stereotypes about individuals with Down syndrome. By showcasing a young woman living a full and active life, pursuing her passions and ambitions, the campaign dismantles harmful assumptions about their capabilities. It reframes the narrative, encouraging viewers to see beyond limitations and embrace the potential that exists within every individual.
Post-Production: Elevating the Message
World Today News Senior Editor: The campaign’s success is also attributed to the collaborative efforts of indiana productions, a New York-based creative agency, and laconic, a post-production company. How does post-production contribute to the power of this messaging?
Dr. emily Carter:
Post-production plays a vital role in shaping how a message is conveyed. In this case, the editing, color grading, and sound design work together to create an emotionally resonant experience for the viewer. They amplify the impact of the narrative, making the story even more powerful and memorable.
The Importance of Representation
World Today News Senior Editor: Beyond this specific campaign, how important is accurate and positive representation of people with disabilities in media and advertising?
Dr. Emily Carter:
It’s absolutely crucial. When we see positive and nuanced representations of people with disabilities, it changes perceptions and attitudes. It combats stigma, fosters empathy, and helps create a more inclusive society. Representation matters because it allows individuals with disabilities to see themselves reflected in the world around them and feel valued and empowered.
A Call for Continued Action
World Today News Senior editor: What message do you hope viewers will take away from Coordown’s “Assume That I Can” campaign?
Dr. Emily Carter:
I hope viewers will be encouraged to challenge their own biases and assumptions. I want them to see the humanity and potential in all individuals, nonetheless of their abilities. This campaign is a powerful reminder that inclusion is not just a buzzword, but a basic human right. We need to continue pushing for greater representation and equality for people with disabilities in all aspects of society.
