THE CHOICE

TitleTHE CHOICE
BrandNAKED HEARTS FOUNDATION
Product/ServiceINCLUSIVE SOCIETY
Category F05. Cultural Insight
Entrant MARVELOUS Moscow, RUSSIA
Idea Creation MARVELOUS Moscow, RUSSIA
PR MARVELOUS Moscow, RUSSIA
Production GRANDMA PRODUCTION Moscow, RUSSIA
Post Production GRANDMA PRODUCTION Moscow, RUSSIA
Credits
Name Company Position
Artem Sinyavskiy Marvelous LLC CCO
Max Kolyshev Marvelous director
Koposova Anastasiya Marvelous LLC Senior Copywriter
Koposova Anastasiya Marvelous LLC Senior Copywriter
Natasha Kvacheva Marvelous LLC Art Director

Write a short summary of what happens in the film

Russian society is far from being inclusive This is the video of a social experiment which was made to show people that all human beings are born 100 percent inclusive and only the influence of the society change them We took children of two different age groups and invited them to take a choice in which room to play in And while younger kids were happy to join the kid with Down syndrome the ones from the older group were scared and prefered the empty room

Please tell us about the cultural insight that inspired the work

Russian society is far from being inclusive. It may look very odd for people from European countries but here in Russian many parent forbid their children to play and communicate with kids with Down syndrome at the playgrounds, they believe that this kind of kids may harm their children. There are cases like the owners of the restaurants forbid kids with Down syndrome to enter their restaurants because their look different and they believe it can scary other people and this happens all over Russia. The Naked Hearts Foundation believes that it happens because of the lack on knowledge and that is why this can of projects are very crucial for Russia