Brand MarketingAd of the Day: Saatchi Turns an Email Into a Beautiful Ad for World Down Syndrome DayAdvice for a future momBy Tim Nudd|March 14, 2014 ShareBy Tim Nudd|March 14, 2014 Share A pregnant mother recently sent an email to CoorDown, Italy's national organization for people with Down syndrome. The future mom had learned her unborn son had the genetic disorder, and she was scared. "What kind of life will my child have?" she asked. Saatchi & Saatchi Italy took that email as the starting point for this wonderful new ad for World Down Syndrome Day, in which 15 people with Down syndrome respond to the future mom, giving her a better idea of what to expect—the joys and the challenges—when her son arrives. This is Saatchi's third year of working with CoorDown. Its last two campaigns won 11 Lions at Cannes for the agency. This year's theme for World Down Syndrome Day, on March 21, is the right to happiness and well-being for people with Down syndrome. The goal is to promote a culture of diversity and integration in society, especially at school and work. "Everyone has the right to be happy," says the new spot's on-screen tagline. Via Osocio. CREDITS Client: CoorDown Agency: Saatchi & Saatchi Italy Executive Creative Director: Agostino Toscana Creative Directors: Luca Lorenzini, Luca Pannese Art Director: Luca Pannese Copywriter: Luca Lorenzini Director: Luca Lucini Production Company: The Family Film Agency Producer: Sabrina Sanfratello Head of TV: Raffaella Scarpetti Original Music: Alessandro Cristofori, Diego Perugini for Stabbiolo Music Postproduction: XChanges Vfx Color Grading: Band Audio Postproduction: Top Digital; Cat Sound International Voiceover: Pasquale Anselmo Adweek Adweek