Milan - Saatchi & Saatchi Italy achieves a unique result in Cannes 2012: the agency in fact has been awarded 7 Gold Lions - first time for an Italian agency, and it is also the most awarded Italian agency this year.
This result comes a week after the confirmation, for the second year in a row, of its leadership at the Italian Art Directors Club.
With the CoorDown Integration Day project, made possible thanks to Averna, Carrefour Banca, CartaSi, Enel, illycaffè, Pampers and Toyota, Saatchi & Saatchi has won 7 Gold Lions and 1 Bronze Lion.
The awarded categories are PR (2 Golds), Promo & Activation (1 Gold), Direct (2 Golds), Media (1 Gold), Film (1 Gold) and Titanium and Integrated (1 Bronze).
And last but not least, there was a shortlist for the project "This is not a movie" for the Italian Catholic Church (CEI - Conferenza Episcopale Italiana) in the Branded Content & Entertainment category, and shortlists in the Direct and Cyber categories for T-Mobile Angry Birds Live.
Giuseppe Caiazza, CEO of Saatchi & Saatchi Italy and Head of Automotive Business at Saatchi & Saatchi EMEA, said: "We are very proud of these achievements. We were awarded for projects that really reflect the essence of our positioning in Italy: being the "Participation Agency".
"They are all brand new ideas that can be shared, discussed and sometimes even improved, creating an irresistible amplification effect that results eventually in a super efficient use of the infinite media that technology makes available today."
"An unmatched result ever in the history of the agency and in the history of Italian advertising which coupled with the victory at the Italian Art Directors Club, makes 2012 a year to be remembered for a long time," said Agostino Toscana, Executive Creative Director of the Agency.
"CoorDown in particular was the perfect example of teamwork. Nearly all the people in the agency have been involved, the credits list is incredibly long, in fact!" he continued. "I think the total coherence to the concept of the campaign, culminating with Matteo and Stefania receiving the Lion on stage at the Cannes Palais, has played a key role in ensuring the success of the project. On our own we could not have ever made it. But the support of everyone from clients, to production companies, to media agencies, and to some friends such as the Le Iene group, has dragged CoorDown to this unexpected success.
"Without fear of rhetoric, however, I must admit that the best moment was when Stefania's mother, who was at the award ceremony, told us that the day her daughter was born and she realized she had Down syndrome, never in her life she would have expected to see her on stage in front of a standing ovation of 700 people."
The project
CoorDown and Saatchi & Saatchi Italy joined forces for a communication project to promote better integration of people with Down Syndrome into society.
On March 21st, UN World Down Syndrome Day (WDSD), alternative versions of well known national and international TV and print campaigns run featuring actors with Down Syndrome in place of the original actors and models. People with Down Syndrome also took part in well known live Italian TV shows. The alternative campaigns were intended to promote the importance of integration in a unique way: by realizing it. Participating brands include: Averna, Carrefour Banca, CartaSi, Enel, illycaffè, Pampers and Toyota.
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