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Editors' Choice

Down Syndrome Campaign Invites You to See the Person, Not the Label

TBWA Worldwide, 2 years, 7 months ago

Editors' Choice: TBWA Buenos Aires team with some of Argentina’s best photographers for the Down Syndrome Association of Argentina

Down Syndrome Campaign Invites You to See the Person, Not the Label

‘Revelados’ is a new project by TBWA Buenos Aires for ASDRA. 

There are not Down’s people. There are not Down syndrome people. There are people with Down syndrome. 

They are football fans. They are music fans. They are Argentinians. They are rugby players, and students, and workers, and friends, and girlfriends or boyfriends… And they have Down syndrome, an intellectual disability. They are not eternal children. And though some are angels, some are definitely not. They are just people. They are just people with Down syndrome. And they are not all the same. 

Some of the most important Argentine photographers worked to show people with Down syndrome as they are. With the style and skill of each. To remove the veil with which society often covers the. To reveal them. 

The photographers were as follows: Félix Busso ("Messi" and "Selfie"), Lucila Blumencweig ("Princess"), Urko Suaya ("Eighties" and "Mairmaid"), Gabriel Rocca ("Hollywood"), Seba Arpesella ("Karaoke"), Bob Lightowler ("Self-confidence") and Andy Cherniavsky ("Beauty”).

TBWA has also released this cinema trailer for the campaign. 


Brand: ASDRA, Down Syndrome Association of Argentina

Creative Agency

Art Director: Juan Cruz Bazterrica

Chief Creative Officer: Pablo Poncini

Copywriter: Pablo Poncini

Creative Agency: TBWA, Buenos Aires, Argentina

Executive Creative Director: Juan Cruz Bazterrica, Guillermo Castañeda

Category: Associations , Corporate and social

Genre: Print