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Top 6: June 6th 2018

GIL: Said By Retards

Top 6: June 6th 2018
GIL is a Swedish organization that fights on behalf of people with disabilities. In their latest campaign “Said by Retards” they highlight the issue of how the offensive and discriminatory R-word is used and make people aware that having an intellectual disability isn't the same as being strange, or stupid.
At GIL, we want to shine a light on that it’s unfair to be generalized and associated with the real idiots in the world, says Anders Westgerd, director at GIL.

Instead of assuming the role of the victim they decided to use attitude, humor and a lot of self-awareness to prove a point. Said by Retards consist of the Instagram account @saidbyretards and hundreds of short movies starring people with disabilities, quoting stupid things said by powerful people. The movies are packaged as classic “inspirational quotes”, raising the question: Who are the real retards?
Other credits

Chief Creative Officer: Martin Cedergren

Copywriter: Mikael Andersson

Art Director: Josefin Thor

Account Director: Jens Flensburg

Strategy, Andreas Gunberg

Planner, Tommy Carlsson

Research, Vanja Johansson

PR Strategy, Linda Fernell

Production Manager: Anna Lotto, Linda Engström

Film Photogragher: Jens Dohnberg, Sara Josefsson

Post Production, Jakob Knutsson, Cutback

Photographer, Markus Holm, AmplifyPhoto

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