| Title | PUP SYNDROME |
| Brand | MARS |
| Product/Service | PETCARE/ PUBLIC AWARENESS MESSAGE |
| Category |
B08. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Idea Creation
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Media Placement
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
PR
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Production
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
| Natalia Tsyganova |
BBDO Russia Group |
Managing Director |
| Alexey Fedorov |
BBDO Russia Group |
Creative Director |
| Ekaterina Savrasova |
BBDO Russia Group |
Creative Group Head |
| Natalia Sytnik |
BBDO Russia Group |
Senior Copywriter |
| Victor Gribanov |
BBDO Russia Group |
Digital Creative Group Head |
| Yuriy Marin |
BBDO Russia Group |
Senior Digital Producer |
| Boris Anisonyan |
BBDO Russia Group |
TV Production Director |
| Yana Ageeva |
BBDO Russia Group |
Senior Producer |
| Anna Chernaya |
BBDO Russia Group |
Junior Producer |
| Dmitriy Rubezhov |
BBDO Russia Group |
Music Producer |
| Kirill Kulygin |
BBDO Russia Group |
Director TV Production Studio |
| Andrey Belov |
BBDO Russia Group |
Senior TV studio manager |
| Elena Vorobyova |
BBDO Russia Group |
Group Account Director |
| Natalya Dzhafarova |
BBDO Russia Group |
Account Director |
| Anastasia Babuchenko |
BBDO Russia Group |
Account Supervisor |
| Taisia Reshetnikova |
Bureau Working Title |
Director |
| Alexandra Ivanova |
Bureau Working Title |
DOP |
| Elena Vlasova |
Bureau Working Title |
Executive producer |
| Tatyana Finaeva |
Bureau Working Title |
Line producer |
| Ruslana Osmanova |
Bureau Working Title |
Production designer |
| Kirill Khandurin |
Bureau Working Title |
Editor |
| Oleg Karpachev |
Bureau Working Title |
Music composer |
| Viacheslav Tikhomirov |
PR Agency Mint (BBDO Group) |
Managing Director |
| Anastasiya Pogorelova |
PR Agency Mint (BBDO Group) |
Client Services Director |
| Kseniya Kuznetsova |
PR Agency Mint (BBDO Group) |
Senior Project Manager |
| Maria Kirienko |
PR Agency Mint (BBDO Group) |
Project Manager |
| Sergey Kesoyan |
Mars Russia |
Portfolio Director, Dog Care MARS Petcare Russia |
| Maria Suchkova |
Mars Russia |
Senior Brand Manager Pedigree, Marketing MARS Petcare |
| Irina Menshenina |
The charitable fund “DownsideUp” |
Development Director |
| Yulia Goncharova |
The charitable fund “DownsideUp” |
Project Manager |
We filmed a unique social experiment for which we inspired a real dog hotel to hire 5 guys with Down syndrome. The aim of the experiment was to destroy an unfair and widely popular Russian belief that people with Down syndrome can’t work. We assumed that if we hire these people in a field where they won’t be judged they would cope and prove society wrong.
”pUp syndrome” tells an inspiring story about the gradual progress of 5 young people with Down syndrome working in dog hotel “Hors” alongside dogs - who accept everyone just as they are.
The story flow is based on interviews of the participants: psychologists, mothers, dog hotel personnel. It became clear to everyone that kind nature of dogs helped the guys to open up and reveal their potential.
The film proves the assumption and spotlights the conclusion: people with Down syndrome deserve to be employed.