EÇADEM – One smile is enough to change the world
“One smile is enough to change the world” aim was to change the way society views and interacts with children and young people with Down syndrome, and to promote the Support Centre for Disabled Children (EÇADEM).
The objectives were reached in just a few days: more than 8.5 million views on Facebook, 215,000 shares, EÇADEM volunteers rose by 150% and visits to their website increased 1600%, all for an outlay of €500 (of which €150 was spent on seeding).
casta diva group’s new spot “one smile is enough to change the world” gets viral.
Casta Diva Group, the pocket-sized multinational in communication, has chalked up yet another success after the world famous ‘Hearing Hands’.
Dinamo Istanbul, part of Casta Diva Group, produced the spot “One smile is enough to change the world” that went immediately viral.
The aim of the film was to change the way society views and interacts with children and young people with Down syndrome, and to promote the Support Centre for Disabled Children (EÇADEM).
The objectives were reached in just a few days: more than 8.5 million views on Facebook, 215,000 shares, EÇADEM volunteers rose by 150% and visits to their website increased 1600%, all for an outlay of €500 (of which €150 was spent on seeding).
After only three weeks of prep time, the film was shot with hidden cameras and without actors, though with the cooperation of families with disabled children.
The film tells of a letter written by the mother of Tufan, the fourteen-year-old disabled hero of the video, which she arranges in a city park to have delivered to bystanders, who are unaware of being filmed: “Please don’t look at my son with pity; all he needs is a smile to be happy.”
The natural and spontaneous reactions to the letter are exceptionally moving , but also result in wonderful and generous smiles directed to Tufan.
Many people contributed to the immense success of the project. Direction was by writer and filmmaker Kuntay Alpman, who also made Samsung’s celebrated ‘Hearing Hands’, and the entire crew worked for no fee. Well-known Turkish actress Özge Borak provided the voice over and the music was composed by Burak Ekinil.
Casta Diva Group is a pocket-sized multinational in communication.
Founded in 2005 by Andrea De Micheli and Luca Oddo, the brand is today present in four continents, with offices in thirteen cities: London, Manchester, Milan, Rome, Prague, Istanbul, Beirut, New York, Los Angeles, Buenos Aires, Montevideo, Cape Town and Mumbai.
The Group produces spots, films and tv programming all over the world, designs and organizes events both big and small, and creates digital content, virals and output for social media.
Casta Diva Group and its staff have worked for more than 100 top brands and produced thousands of spots, digital content and events. The companies of the Group on the international market are: Casta Diva Pictures, Egg Events, Bin Jip and, thanks to a commercial agreement, Adacto.
Over the years the Group has grown steadily in terms of turnover and has been presented with many awards in Italy and abroad among which two Bronze in Promo & Activation and PR at Cannes Lions.
Credits
Client: EÇADEM
Client represantative: Güler Başaran, Gizem Bodur, Merve Esen, Duygu Aytar
Production Company: Dinamo İstanbul part of Casta Diva Group
Producer: Enis Özkul, Arda Şengel
Cameramen: Kuntay Alpman, Seyhmus Altun
Camera crew: Ege Göksu, Efe Ersoy
Production manager: Ender Kartal
Production crew: Uğur Ünlübahçeci, Nihal Özcan, Gamze Kılınç, Alican Bilbay, Kemal Emir
Voiceover artist: Özge Borak
Music Composer: Burak Ekinil (Jingle House)
Postproduction Supervisor: Unsal Aykanat
Postproduction studio: İmaj
