Responses by Eva Crespo, creative director, Contrapunto BBDO.

Background: We created the Just Like You campaign for World Down Syndrome Day to break stereotypes and show that people with Down syndrome feel, think and live just like everyone else. We wanted to send a message of true equality, moving away from the infantilized perception often associated with people with Down syndrome. This campaign is aimed at society as a whole, encouraging people to see themselves reflected in it and, in a way, feel challenged to change their perceptions.

Design thinking: From the beginning, we knew we wanted to move away from clichés—those campaigns that often portray people with Down syndrome as heroes—and, instead, show situations that anyone could relate to. We wanted to create something more realistic and human. The real message lies in naturalness: people with Down syndrome have good, bad, funny and absurd moments just like everyone else. We also wanted to use humor in the campaign as we believe it is the most powerful tool for breaking down barriers.

Challenges: The most difficult part was making sure every story, phrase and gesture felt real. Achieving that level of naturalness took a lot of effort in terms of production, casting and scriptwriting, among other things. But I think we succeeded, and people were able to see themselves in it.

Favorite details: I think we managed to make people see themselves in these stories, and just the fact that it made them stop and think for a second means we did our job well. Who hasn’t sent a text to their ex?

New lessons: There’s something I already knew but was reinforced with this campaign: the simpler and more honest the message, the more powerful it becomes.

Visual influences: We aimed for a very naturalistic, almost documentary-style approach. We didn’t want anything artificial or overly dramatic—just something direct. We took inspiration from campaigns and series that capture real life as it is.

Time constraints: We always wish we had more time to refine details, but the fast-paced production actually helped maintain spontaneity. I think that energy comes through in the final execution.

Specific project demands: The most challenging part was finding the perfect balance in tone—keeping it relatable and humorous at the same time. That balance was crucial for connecting with people. On the other hand, working with Down España and the campaign’s protagonists was amazing; it made the process much smoother and more efficient. They are incredible.

Alternate paths: With more time, we could have developed additional pieces, as the concept had a lot of potential. In fact, we had to leave some really interesting pieces out. But honestly, we’re very happy with the result and the positive reception from the audience.

contrapuntobbdo.es