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Coordown “The Hiring Chain” 2021

Coordown “The Hiring Chain” (2021) is a Coordown commercial directed by Rich Lee for Small, produced by Indiana Production SPA. It won 17 awards, including Cannes Lions 2021 Film Silver, LIA 2021 Gold — Online Film / Public Service/NGO/Charities and Eurobest 2021 Gold Film Craft A06: Use of Original Music.

A chain reaction of employment begins when a baker hires a woman with Down syndrome, inspiring others to hire people with Down syndrome.

Video: CoorDown on YouTube

Shot by shot

  1. The title card for "The Hiring Chain" performed by Sting is displayed over a blurred background of a bakery window filled with pastries.© Coordown0:00
  2. A young woman with Down syndrome, wearing a chef's hat and apron, places a tray of baked goods into a display case in a bakery.© Coordown0:07
  3. A woman with dark hair and a black blazer smiles while looking through a bakery window at a baker in a white hat.© Coordown0:15
  4. A male dentist in a dark blue scrub top sits at a desk, looking at a female lawyer in a black suit who is writing on papers in an office.© Coordown0:22
  5. A male baker in his 60s and a female baker with Down syndrome in her 20s shake hands in a warmly lit bakery.© Coordown0:30
  6. A young woman with dark hair, wearing a plaid shirt, is seen in a dentist's chair with her mouth open, as a dentist's gloved hands hold tools inside her mouth.© Coordown0:35
  7. A female farmer in a plaid shirt and straw hat shakes hands with a woman with Down syndrome in overalls and a straw hat, in a sunny field.© Coordown0:38
  8. A close-up shot of an old, teal-colored weighing scale with a dial showing numbers, at an outdoor market.© Coordown0:47
  9. A split screen shows different pairs of people shaking hands in various professional settings, highlighting a chain of employment.© Coordown0:51
  10. A young man with Down syndrome, wearing a shirt and suspenders, washes the hair of a male customer in a barbershop.© Coordown1:12
  11. A young man with Down syndrome, wearing a suit and glasses, looks down and smiles shyly in an office setting.© Coordown1:17
  12. A senior man with white hair and a white shirt smiles subtly, looking off-camera, while a younger man sits blurred in the background.© Coordown1:29

Stills © Coordown. Made by Small, Indiana Production SPA and Rich Lee.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

One hire can spark a chain of inclusive employment for people with Down syndrome.

Tagline: “Go to HIRINGCHAIN.ORG and make a change”

chain reactionpositive ripple effectinclusive hiringpeople with Down syndrome in various professionsmusical narrationcelebrity endorsement

The cut

Length
104 s
Shots
58
Average shot
1.8 s

What creatives use Coordown “The Hiring Chain” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Coordown “The Hiring Chain”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young woman with Down syndrome, wearing a chef's hat and apron, places a tray of baked goods into a display case in a bakery.© CoordownA woman with dark hair and a black blazer smiles while looking through a bakery window at a baker in a white hat.© CoordownA male dentist in a dark blue scrub top sits at a desk, looking at a female lawyer in a black suit who is writing on papers in an office.© CoordownA male baker in his 60s and a female baker with Down syndrome in her 20s shake hands in a warmly lit bakery.© Coordown
    Frames from Coordown “The Hiring Chain”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Coordown “The Hiring Chain” in order, with its length, framing and what happens in it.

    A young woman with Down syndrome, wearing a chef's hat and apron, places a tray of baked goods into a display case in a bakery.© CoordownA woman with dark hair and a black blazer smiles while looking through a bakery window at a baker in a white hat.© CoordownA male dentist in a dark blue scrub top sits at a desk, looking at a female lawyer in a black suit who is writing on papers in an office.© CoordownA male baker in his 60s and a female baker with Down syndrome in her 20s shake hands in a warmly lit bakery.© CoordownA young woman with dark hair, wearing a plaid shirt, is seen in a dentist's chair with her mouth open, as a dentist's gloved hands hold tools inside her mouth.© CoordownA female farmer in a plaid shirt and straw hat shakes hands with a woman with Down syndrome in overalls and a straw hat, in a sunny field.© Coordown
    Length: 104 s · Shots: 58 · Average shot: 1.8 s

  3. 03Ad ideas: every spot built on a chain reaction

    Before you present an idea, you need to know who has done it, and how.

    Coordown “The Hiring Chain” is built on a chain reaction. Search the library by idea to see every spot that uses it.

    Toyota “Toyota Hilux 'In a Pickle”© ToyotaHonda “Cog”© HondaHP “Relay”© HPVisa “6 Degrees of Kevin Bacon”© Visa
    Toyota · Honda · HP · Visa

More commercials by Rich Lee

More from Small

Award-winning public service & ngo commercials

Questions

Who directed the Coordown “The Hiring Chain” commercial?

Rich Lee directed it, produced by Indiana Production SPA, for the agency Small.

Which agency made Coordown “The Hiring Chain”?

Small created it for Coordown (2021).

What awards did Coordown “The Hiring Chain” win?

17 awards, including Cannes Lions 2021 Film Silver, LIA 2021 Gold — Online Film / Public Service/NGO/Charities, Eurobest 2021 Gold Film Craft A06: Use of Original Music and NYF 2021 Gold — Film Craft: Best Original Music.

What is the tagline of Coordown “The Hiring Chain”?

“Go to HIRINGCHAIN.ORG and make a change”

Sources for the credits and awards

dandad.orgThe WorkThe Workoneclub.orgwinners.epica-awards.comThe WorkThe WorkThe Workweb.archive.orgweb.archive.orgweb.archive.orgweb.archive.org