Sting sings uplifting, original tune for World Down Syndrome Day ad

CoorDown's campaign from agency Small illustrates the benefits of inclusivity through a positive chain reaction

Published On
Mar 12, 2021

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A new spot from CoorDown, the Italian Down Syndrome organization, features the vocal talent of Sting, performing a lively, original jazz track about a virtuous circle of hiring.

The campaign, created by New York creative agency Small for World Down Syndrome Day (Mar. 21) tells the story of a Simone, a young woman with Down Syndrome who works at a bakery. She impresses one of the customers, a lawyer, who in turn goes on to hire a young man with Down Syndrome. From there, an inspiring chain reaction of hiring ensues.

The video, directed by Rich Lee via Indiana, is a cheerful tale that along with Sting's lush vocals, traces and retraces the various steps of the chain, like a jazzy nursery rhyme. It directs viewers to the Hiring Chain website, where they can find the contact details for organizations around the world that can provide information, support and encouragement to get people with Down syndrome into their workplace. LinkedIn partnered with the organization in making the campaign possible.

“We want to invite everyone—companies, citizens, organizations—to give more job opportunities and to learn more about the benefits of inclusion,” said Antonella Falugiani, President of CoorDown Onlus, in a statement. “Work, for people with Down syndrome, is as important as it is for everyone. It is about ensuring a fundamental right that is also a human need, and is the same for every individual.”

The original song performed by Sting was composed via Stabbiolo Music.

“We grew up listening to Sting and The Police, and we'll just let you imagine the excitement we felt when we heard his voice performing the song we wrote for CoorDown for the first time,” added Luca Lorenzini and Luca Pannese, executive creative directors at Small. “We really hope that his contribution can make the campaign more visible and can help give more and more job opportunities to people with Down syndrome.”


Mar 12, 2021
Client :
Coordown Onlus
Agency :
Production Company :
Indiana Production
Vocals :
Produced by :
Martin Kierszenbaum
Edited By :
Tony Lake
Courtesy of :
Courtesy of :
A&M Records
Executive Creative Director :
Luca Pannese
Executive Creative Director :
Luca Lorenzini
Original Music :
Alessandro Cristofori
Stabbiolo Music :
Diego Perugini
Production Company :
Indiana Production
Director :
Rich Lee
DP and Colorist :
Executive Producer :
Karim Bartoletti
Senior Producer :
Silvia Bergamaschi
Production Manager :
Pablo Casula
Editor :
Luca Angeleri
Post Production :
Drive Studios
EP Drive Studios :
Justin Diener
EP Drive Studios :
Ned Brown
Creative Supervisor Drive Studios :
Louise Lee
Staff Artist Drive Studios :
Anika Morris
Online Editor Drive Studios :
Ben Thornburg
Addl Compositor Drive Studios :
Silswarup Patel
Studio Coordinator Drive Studios :
Website :
Adoratorio Studio
Website :
Niccolò Miranda

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