About
Creative Director
& Visual Artist
& Visual Artist
Numbers Syndrome is the first dynamic database of people with Down Syndrome that shows the reality of the population. Using AI, the tool transforms data it has collected since December 2021 into a catalyst for change by recognising, comparing, and generating statistics in real time to push organisations to take action.
People are invited to become activists for the cause by sharing the data through social media to lobby the INDEC* by asking them to add a question to the list of questions on the 2022 Census: ‘Do any of the individuals in this household have Down Syndrome?’.
Art Lead
Client: ASDRA
Awards
Silver - Creative Use of Data
Silver - Social - Powered Data
Bronze - Data Collection and Research
Effie Awards
Gold - Positive Impact
Gold - Best Use of Technology Based in Data
Gold - Best Insight Inspired in Data
Silver - Best Campaign for CSR - Social Needs
Silver - Non Profit
Silver - Best Web Site
Premios Obrar
Gold - Organizations for Civil Society
Grand Prix - Health & Wellness
Gerety Awards
Bronze - Health Cut & Work For Good Cut
Interact Argentina
Gold - Design / Visualization of Data
Silver - Well Public Diversity / Inclusion
Creative Pool
Bronze - Graphics
Background
Down syndrome has been recognized since, at least, the V century. However, to this day, we still do not know the actual numbers about this population. If the government does not register people with Down syndrome, they are excluding them from any public policy and affecting their rights. So what could we do to bring visibility to this population and to make sure that they do not loose it again?
Down syndrome has been recognized since, at least, the V century. However, to this day, we still do not know the actual numbers about this population. If the government does not register people with Down syndrome, they are excluding them from any public policy and affecting their rights. So what could we do to bring visibility to this population and to make sure that they do not loose it again?
Idea
We created NumbersSyndrome, the first dynamic tool that shows, for the first time ever, the number of people with Down syndrome to help them thrive using data that is already out there. This database gathers and compares numbers regarding this demographic, generates statistics that constantly change and identifies opportunities to push forward demands in real time to the State.
Brand: ASDRA
Title: "Numbers Syndrome"
Corporate Name of Client: Numbers Syndrome Dynamic Tool
Client President: Alejandro Cytrynbaum
Media Company: Mindshare Argentina, Buenos Aires
Media Company VP: Gastón Mancuso
Responsible for Mindshare: Mariana Rico / Mauricio Zapata / Mariela Jaime
PR Company: Talkability, Buenos Aires
PR Consultants: Micaela Lagoria / Mara Albertengo
Agency: Wunderman Thompson Argentina, Buenos Aires
Agency Chief Executive Officer: Victoria Cole
Global Chief Creative Officers: Bas Korsten / Daniel Bonner
Chief Creative Officer: Natalia Benincasa
Chief Creative Officers - Latam: Sebastian Tarazaga / Daniel Minaker
Creative Directors: Sofia Cursach / Laura Valle García / Juan Gussalli / Luciano Campanelli
Copywriter: Nicole Cejas
Agency Head of Art: Fernando Rossini
Agency Head of Design: Solana Viton
Agency Print Producer: Daniel Gatto
Agency Director of Integrated Production: Josefina Espil
Agency Producers: Martín Oshiro / Daniela Rivero
Agency Digital Producers: Dario Lazzaretti / Pablo Aranguren
Agency Motion Designers: Leandro Ramírez / Valeska Chirinos
Agency UX Designers: Hilen Zega / Florencia Usqueda
Agency UX Lead: Barbara Jakobsons
Agency Project Managers: Federico Hollweck / Julián Leonetti
Head of Content & Comms Strategy: Silvina Coto
Operation Creative Lead: Delfina Scalise
Senior Agency Account Executive: Eliana Kaplan
Agency Account Supervisor: Sofia Wulff
Agency Account Director: Carolina Graziano
Agency Account Team: Juana Olivero / Gala Aubia
Tech Manager: Juan Simon
Tech Lead / Frontend Developer Sr: Javier Corra
Fullstack Developer SSr: Julián Moreira
QA Tester: Santiago Revelli Ling
D&A Director: Alejandro Francolini
D&A Manager: Sol Brero
D&A Squad Leads: Daniela Molina / Ignacio Medero / Julián Aldrey
SysAdmin: Julián Heredia
UX Writer: Paulina Vivani
Digital Agency UI Designer: Micaela Vega
3D Artist: Ignacio Grodek
Marketing Science Analysts: Mónica Ivars / Belén Mira / Silvio Aranda / Gennaro Blarasin / Gianluca Larosa / Andrea González
Music Production Company: Violeta Music, Buenos Aires
Photographer: Juan Salvarredy
Retoucher: Natalia Taffarel
ASDRA Vice President: Andrés Vaira Navarro
ASDRA General Secretary: Marcelo Varela
ASDRA President of the Advisory Council for People with Down Syndrome: Dominique Kantor
ASDRA Executive Director: Pedro Crespi
ASDRA Communications Manager: Soledad Bugacoff
ASDRA Head of Organizational Relations: Noelia Morales